International Women’s Day has become an annual exercise in recognition, one day of the year in which the global community acknowledges the contributions of women across sectors, disciplines, and histories.
As a proud Victorian, it’s been great to see real, strategic investment in women’s health and gender equality, not just in rhetoric, but in policy and action. The $153 million commitment from the Victorian Government to address endometriosis, pelvic pain, and menopause support is a major step toward embedding women’s health as a priority rather than an afterthought. The establishment of the Women’s Health Advisory Council ensures that this investment is informed, impactful, and built for long-term change.
At Convenience Advertising, we’re aligned with this momentum; our new Women’s Health Policy takes this beyond advocacy and into structural change, offering tangible workplace support for menstruation, menopause and chronic health through flexible work arrangements and dedicated leave. It’s a deliberate move to destigmatise women’s health in professional spaces and set a new standard for inclusivity and well-being at work. We’re committed to normalising and prioritising women’s health by actively collaborating with leading organisations, advocacy groups, and industry experts. Through these partnerships, we help amplify critical health messaging, ensure equitable access to resources, and contribute to evidence-based, impactful solutions.
Strengthening Women’s Health Access Across Victoria
A Strategic Partnership: Convenience Advertising & Women’s Health Victoria
Between August and October 2024, Convenience Advertising proudly collaborated with Women’s Health Victoria to deliver two vital health programs — In My Prime and 1800 My Options — ensuring Victorian women had immediate, equitable access to essential health information and services.
In My Prime: Elevating Menopause Education for Women 50+
Menopause is a universal health experience, yet reliable, accessible education remains limited — particularly for women in regional and outer-metro areas where specialist care is scarce.
Through the In My Prime program, Convenience Advertising implemented a meticulously planned Convenience Advertising Quick-Response (CAQR) strategy, distributing targeted health messaging across high-traffic, high-dwell shopping centres venues throughout Victoria. Shopping centres selected for this campaign demonstrated an average visitation frequency of 1.02 visits per person per week, ensuring repeated exposure to campaign messaging.
Each QR code provided women with direct access to Women’s Health Victoria’s dedicated menopause education platform, ensuring immediate connection to trusted, evidence-based resources and services.
Critically, these placements capitalised on the average 2-minute dwell time+ in private bathroom spaces, offering women an uninterrupted opportunity to access trusted, evidence-based menopause resources.
Campaign outcomes:
This initiative reflects our commitment to closing healthcare access gaps, particularly for women over 50 navigating a pivotal life stage.
1800 My Options: Removing Barriers to Reproductive Health for Women Aged 18–45
Access to accurate, confidential reproductive health information remains essential in ensuring health equity for all Victorian women.
Convenience Advertising supported the 1800 My Options program by strategically positioning CAQR codes in venues such as universities and shopping centres, (shopping centre visitation frequency of 1.02 visits per person per week) and education venues recorded 1.33 visits per person per week, maximising the opportunity for consistent engagement among women aged 18–45.
By harnessing the 2-minute dwell time in discreet, trusted settings, women were empowered to independently access comprehensive information on contraception, pregnancy options, and abortion services, free from stigma or judgement.
Key results:
Harnessing Environment & Behaviour to Drive Measurable Health Outcomes
Our approach is grounded in behavioural insight: recognising that everyday environments, coupled with focused, uninterrupted moments of dwell time, provide unparalleled opportunities to deliver health messaging that translates into action.
By integrating strategically placed CAQR codes within the locus of engagement, we bridge critical gaps in healthcare access, ensuring Victorian women can connect with trusted information and services, regardless of geography or circumstance.
Beyond Awareness - Delivering Tangible Impact
At Convenience Advertising, we believe women’s health deserves not only visibility but real, measurable outcomes. These programs exemplify how thoughtfully executed, evidence-based messaging in the right environment delivers meaningful public health results.
We welcome the opportunity to extend this impactful approach across future health initiatives.
