Case Study: Canadian Women’s Foundation sparks national conversation on gender-based violence with AwarePod by M5 The Agency

Canadian Women’s Foundation sparks 56M earned impressions with M5 The Agency

The Canadian Women’s Foundation faced the challenge of raising awareness for the systemic issue of gender-based violence, specifically the hidden burden of constant vigilance women practice in public spaces. To break through a cluttered landscape and convert attention into donations, they partnered with vendor M5 The Agency on the AwarePod campaign.

M5 The Agency created AwarePod, a parody tech product and visual metaphor for this vigilance. Launched like a real gadget, the campaign used a microsite, audio, and PR to educate the public and drive donations. The solution achieved significant impact, including over 56 million earned media impressions and 4.2 million organic social impressions, successfully sparking a national conversation.

Canadian Women’s Foundation