Strengthening Women’s Health Access Across Victoria: A Proven Partnership Model

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:

• 287 direct QR code engagements across the 3 month duration
• A demonstrable uplift in proactive engagement with menopause support services

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:

• 163 direct QR code interactions
• A measurable increase in call volume to the 1800 My Options service, directly correlating with QR code placements

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.