WHW Eval Report 2015_online use

Women’s HealthWeek 2015
Evaluation Report

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Women’s HealthWeek 2015 Evaluation Report
Acknowledgements:
Jean Hailes for Women’s Health gratefully acknowledges the support of the Australian
Government.

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Contents
Introduction .............................................................................................................................................................5
1. Background ..........................................................................................................................................................8
1.1 About Jean Hailes for Women’s Health........................................................................................................8
1.2 Translation....................................................................................................................................................9
1.3 History of Women’s Health Week...............................................................................................................10
2. Program overview ............................................................................................................................................... 11
2.1 Women’s Health Week aims and objectives...............................................................................................11
2.2 Program tools and resources......................................................................................................................12
2.3 Launch and activation ................................................................................................................................15
2.4 Stakeholder support ..................................................................................................................................16
2.5 Marketing and Promotion ..........................................................................................................................18
2.6 Evaluation methods ...................................................................................................................................21
3. Women’s Health Week reach.................................................................................................................................21
3.1 Registration.................................................................................................................................................21
3.2 Community and corporate events..............................................................................................................23
3.3 Supporting partners and workplace champions...................................................................................... ..24
3.4 Launch and activation reach...................................................................................................................... 25
4. Engagement with program tools and resources.....................................................................................................28
4.1 Women’s Health Week website activity..................................................................................................... 28
4.2 Emails.........................................................................................................................................................31
4.3 Social wall ..................................................................................................................................................32
4.4 Promotional material..................................................................................................................................32
4.5 Educational resources.................................................................................................................................33
4.6 Paid media and earned editorials...............................................................................................................34
4.7 Social Media...............................................................................................................................................35

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5. Evaluation results.................................................................................................................................................37
5.1 Individual registrants .................................................................................................................................38
5.2 Health Professionals...................................................................................................................................39
5.3 Community and corporate events..............................................................................................................41
5.4 Supporting partners and workplace champions ....................................................................................... 44
6. Conclusion......................................................................................................................................................... 46
6.1 Recommendations for Women’s Health Week 2016................................................................................. 46
References.............................................................................................................................................................. 48
Appendices.............................................................................................................................................................. 50
Appendix 1: Evaluation framework.................................................................................................................. 49
Appendix 2: Case studies................................................................................................................................ 53

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Introduction
Jean Hailes for Women’s Health has been leading the national conversation on women’s
health and wellbeing since 1993. We want to help keep women well across the whole of
their lives, so a key feature of our work is identifying and responding to the gaps in women’s
health knowledge.
The annual Jean Hailes Women’s Health Week program began three years ago when we
recognised there was no national women’s health awareness campaign with a wellbeing
focus across the life course.
From the tiny seed of one big idea Women’s Health Week has grown enormously, with
people participating online and at community events throughout Australia. This year’s highly
successful campaign during the week of 7 to 11 September reached more than 14 million
people.
In early 2015 Jean Hailes conducted a major national survey of 3325 women and health
professionals across Australia, to find out what women want to know when it comes to their
health. We used these important insights to prepare the content framework for Women’s
Health Week 2015.
Women’s Health Week 2015 (WHW 2015) was launched with a new overarching campaign
concept, ‘No more elephants! Let’s talk.’ This concept was about encouraging women to
address those aspects of their health they don’t usually talk about or take action on. The
theme was visually expressed using a bright pink elephant logo, which formed the branding
anchor for all promotional output.
With a total reach of 14,184,200, WHW 2015 was characterised by significant growth in
reach across every State and Territory. Importantly, this increased reach included more
rural and regional communities than ever before as well as increased engagement with
community and health sector stakeholders. Ultimately, the success of WHW 2015 was about
increased access to evidence based health content which built the capacity of women to
make positive health decisions.
After a thorough process of evaluation we are proud to present this report as a review of
program achievements. Below are some highlights:
• Individual registrations via the Women’s Health Week website grew by 20% to a total of
10,055
• Social media engagement increased by 91%, with more than 1460 posts to the WHW

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social wall
• Increased activation presence, with launch events in three States reaching up to 98,700
people
• Increased support from workplaces, with an increase in the number of supporting
partners and workplace champions - eight more major corporates supported the WHW
2015 campaign. This combined support enabled us to reach a further 950,000 people
through workplace initiatives and promotions to network stakeholders
• Increased community event reach of 30%
• 150% increased return on investment for paid media
• 59% increase in visits and 72% increase in visitors to the WHW website. 65% were new to
the WHW website
On the following page we have provided an overview of reach and opportunities for future
growth.
So many people and organisations contributed to the success of Women’s Health Week
2015. We are indebted to each and every supporter for the role they played to ensure
women across Australia heard about and were able to participate in this important national
health promotion event.
Jean Hailes looks forward to delivering another Women’s Health Week during the week of 5
to 9 September 2016. Please save the date and visit womenshealthweek.com.au to register
for updates.
Dr Mandy Deeks
Head of Translation, Education and Communication
Jean Hailes for Women’s Health

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Overview of reach and opportunities for growth
Table 1: Women’s Health Week reach overview
Total 14,184,200
Registrants 10,055
Social media reach 511,128
Community event attendees 5,940
Workplace reach 950,000
Paid media potential reach 2,666,052
Earned media potential reach 9,911,433
Brisbane and Sydney activations 90,800
Train stations 5000
Markets 2900
Website visitors during campaign period
(June 1st - September 30th)
30,892
Opportunities for future growth
There continue to be opportunities for growth in reach and engagement, particularly
in States such as South Australia, Western Australia and the Northern Territory. Some
suggestions for next year’s campaign include:
Government and community relations
• Prioritise stakeholder engagement in Northern Territory, South Australia and West
Australia
• Commence community health stakeholder engagement from January, to enable WHW
2016 to be included in planning and budgeting cycles where possible
• Extend community health stakeholder engagement model used in Victoria during WHW
2015, to all jurisdictions
• Increased engagement of low SES communities – target one metro and one regional
or rural per state and build relationships with health promotion networks and local
government officers in those communities, with a view to more local government
supported community events in WHW 2016

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1. Background
1.1 About Jean Hailes for Women’s Health
Founded in 1992, Jean Hailes for Women’s Health reflects the enduring legacy that Dr Jean
Hailes made to women’s health. Jean had a far-sighted vision to improve the quality of women’s
lives and give them practical health information based on the best available evidence. In 1971
Jean established the first clinic in Australia dedicated to the management of women at midlife
and beyond. Following her death in 1988, her colleagues and friends established the Jean Hailes
Foundation to honour her memory.
Jean Hailes for Women’s Health (Jean Hailes) is a national not-for-profit organisation based in
Victoria. Jean Hailes provides women with information, knowledge and clinical care to assist them
to actively manage their own health and wellbeing throughout the whole of their life. Dedicated
to the prevention of illness and improving women’s knowledge and understanding of important
health issues from adolescence to midlife and beyond, Jean Hailes translates the latest scientific
and medical evidence in order to inspire positive change in women’s health and wellbeing.
Jean Hailes has a 23 year history of successfully working with women, their families, health
professionals, research groups and policy makers and is widely regarded as Australia’s leading
and most trusted women’s health organisation.
For more information, visit jeanhailes.org.au

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1.2 Translation
The Jean Hailes Model of Translation converts research, evidence, information and clinical
care into education resources and programs to meet the needs of diverse audiences, including
women, community groups, health professionals, policy makers, other researchers and employers.
One of the first steps in the process of translation is to identify gaps that exist in women’s health
research, clinical care and education.
For instance, Jean Hailes saw a gap in women’s health knowledge and in 2015 conducted a
large national survey of more than 3300 women and health professionals to understand the health
information needs and behaviours of women living in Australia.
The survey had three main aims:
1. To examine the perceived gaps in women’s health information and services as identified by
women and health professionals
2. To understand the future health needs of women living in Australia as identified by women
and health professionals
3. To assess women’s experiences in maintaining their health and preventing illness and disease,
as identified by women and health professionals
The resulting report of findings, What do women want to know? Women’s health information
needs in Australia survey 2015, was translated to form the content framework of Women’s Health
Week 2015, playing an important role in Jean Hailes’ commitment to improving physical and
emotional health and wellbeing in all women across Australia.
Jean Hailes gratefully acknowledges the support of the Eirene Lucas Foundation for the development of What
do women want to know? Women’s health information needs in Australia survey 2015

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1.3 History of Women’s Health Week
In recognition that no similar event existed to date, Jean Hailes championed a national Women’s
Health Week event with the aim to encourage women to take the time to focus on their health
and wellbeing. The team at Jean Hailes then designed a health promotion campaign that would
have a three-fold effect of:
• Raising awareness of the importance of maintaining good health and preventing future health
problems
• Ensuring women across Australia are aware of the health services in their local community
• Encouraging personal-responsibility as part of an ongoing development and focus on ongoing
prevention.
The inaugural Women’s Health Week (WHW) was launched in 2013, with two key delivery
platforms:
• A week-long online event with a dedicated website as its hub, providing evidence based
women’s health information in a variety of formats to women at different life stages.
• Community led events across Australia, run by health professionals, community groups, small
businesses and large organisations with a focus on local women’s health priorities, supported
by a resource package from Jean Hailes.
Each year there has been a campaign theme which reflects the content focus:
2013
2014
2015
What’s your health pledge?
Asking women to make a pledge to take action on their health
Confidence
Building women’s confidence and capacity to manage their health
What do women want to know?
A new campaign, ‘No more Elephants! Let’s talk.’ This concept was about
encouraging women to think, learn, talk about and take action on those health
issues they don’t usually want to discuss

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During the five days of the 2015 Women’s Health Week (7-11 September) Jean Hailes focused on
what women want to know about their health, based on the survey findings:
Monday What do women want to know?
Breast, bowel, ovarian and
skin cancers
Tuesday
Natural therapies: sorting fact from
fiction
Safety of natural therapies
Wednesday
Silent topics: what’s not being
talked about?
Domestic violence
Thursday
Managing your health – who and
what to ask?
Heart health
Friday Healthy living: now what?
Getting over the barriers
to action on your health
2. Program overview
2.1 Women’s Health Week aims and objectives
Aim
To improve the level of knowledge and awareness in women across Australia to maintain good
health and prevent future health problems
Objectives
• To provide evidence-based health information in a variety of learning modalities tailored to
women at different life stages and backgrounds
• To increase access to tailored health information and service delivery identified as gaps in
women’s health
• To use a variety of communication channels to inform and educate women in Australia
• To increase the level of reach to rural and regional groups
• To provide evidence-based health information for health professionals that can be tailored to
their patients/clients needs

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• To increase stakeholder engagement with existing and potential relationships (corporate
partners, community partners and hosts) to work collaboratively to the delivery of the overall
objectives
• To increase the capacity of women to make positive health decisions
• To increase recognition of the Jean Hailes brand as a world class health service organisation
2.2 Program tools and resources
Multiple tools and resources were used to deliver the content of Women’s Health Week 2015
(WHW 2015), described below.
2.2.1 Women’s Health Week 2015 website
The website was the central hub for WHW 2015,
performing many different functions over the
whole campaign period:
• It is the gateway through which registrants
originally sign up to WHW
• It is the major platform for content delivery
during the online event; and
• It also houses a library of supporting
resources for various stakeholders such as
event hosts and partners to access and use
throughout the campaign period
The website campaign period began June 1st
and closed at the end of October, to ensure that
people can make the most of the online content.
A key feature of the website is the switching
on of new daily content throughout Women’s
Health Week. From Monday to Friday during
WHW 2015, registrants received a daily email
outlining the new content and were able to click
on links taking them to the deeper content on
the website.
The website provides easy access to
promotional and educational resources such as
the ‘Event Guide’ and ‘Key Messages’. This also
encourages more activity on the website in the

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lead up to the week, increased communication with our stakeholders and built momentum for
the week. The volume of downloads of these resources is a testament to the success of this new
action. .
Jean Hailes received positive feedback on WHW 2014 on the website and user experience,
therefore only small changes needed to be made in 2015 to the overall design and information
architecture. Mainly, the new creative concept ‘No more elephants!’ and tagline ‘Let’s talk’ had to
be incorporated into the design. A new and more prominent register feature was also added to
every web page.
Other learnings and feedback from 2014 were also addressed, such as improving the search
function of local community events or adding new functionalities in the backend for better and
more efficient management of content, events and resources.
The content pages during the week only saw few changes such as adding online polls for
interaction and the workbook as an e-resource.
2.2.2 Emails
Jean Hailes manages a number of extensive email databases related to Women’s Health
Week and in 2015 email played an even bigger role in the overall campaign strategy and
implementation, particularly in the recruitment phase. Email remained one of the biggest traffic
referrals sources to the WHW website.
There was a new look to the WHW 2015 email campaigns – the design was shorter and snappier,
with more succinct information to better encourage traffic through to the website. Images of
hands were used throughout the campaigns to foster inclusion and emphasise Jean Hailes’
practical approach to health information.
A total of 19 separate email campaigns were sent out for 2015, which was an increase on the 16
email campaigns sent in 2014. Ten of these campaigns were sent in the lead-up to the week, to a
variety of audiences:

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• 4 to past and current registrants
• 1 to all Members of Parliament, nationally and in each State and Territory
• 1 to all Mayors in Australia
• 1 to all Victorian community health centres, a new audience this year
• 2 to Jean Hailes Consumers and Health Professionals lists
• 2 to WHW 2014 event hosts
• 5 emails were sent to registrants during the week, one for each day of new content
• 3 emails were sent in post-week period to registrants, event hosts and supporting partners
and workplace champions
2.2.3 Social wall
The social wall is a page on the Women’s Health Week website that allows consumers, health
professionals and Women’s Health Week devotees to share their thoughts and health pledges.
Users can upload photos and comments directly. In addition to posts made directly to the wall,
the social wall also “pulls in” posts from the social media channels Twitter and Instagram that
feature the #womenshealthweek and the #whatsyourelephant hashtags.
This year we asked users to share their “elephant in the room” with the two hash tags
(#womenshealthweek and #whatsyourelephant) for the chance to win a prize.
2.2.4 Educational Resources
Educational resources included event packs for community
event participants (a branded calico bag supplied by Tom
Organic containing the Jean Hailes Magazine, Women’s
Health Week Workbook, Jean Hailes health check pen,
TOM Organic tampon sample and TOM Organic flyer).
Workbook
The workbook was designed to be used and enjoyed
throughout the week, and revisited subsequently. It
includes activities and quizzes, questions to think about,
and quotes to help readers reach their health goals. In
addition to inclusion in event packs, the workbook was
distributed to all registrants electronically. The workbook
was designed to be easily printed for individual use and
online readability was enhanced via a digital platform.

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Health check pen
The health check pen includes a pull-out banner that informs readers about a range of
recommended health checks and encourages them to speak with their doctor or contact Jean
Hailes, mindful of their risks of disease (eg age and family history).
USB
Event hosts also received a USB on a lanyard, with educational videos featuring Jean Hailes
health information presentations. This was developed in direct response to previous feedback
that event hosts in regional and rural areas, with poor internet access, may experience difficulty
streaming presentations online.
Healthier You
Corporate organisations were invited to provide employees with tailored resources, including
event packs, and encouraged to leverage on Women’s Health Week by offering employees other
Jean Hailes resources, such as Healthier You, a booklet filled with health content for every stage
of the life.
2.3 Launch and activation
The launch and activation events for Women’s Health Week are an important visual branding and
outreach exercise. For the past two years WHW was launched at Federation Square in Melbourne
This year Jean Hailes took a new approach to launching WHW 2015, with multiple launch and
activation events in capital cities across Australia. This approach enabled Jean Hailes to create a
stunning and impactful visual presence in a range of geographic locations, extending potential
reach and campaign awareness to new audiences.
Launch and activation locations included Martin Place Sydney, King George Square Brisbane and
Melbourne train stations including Flinders Street, Parliament and Melbourne Central. Jean Hailes
also conducted promotional activity at markets across metropolitan Melbourne (Dandenong
Market, Footscray Market, Preston Market and South Melbourne Market) and beyond (Red Hill
Community Market).
The launches and activation events consisted of handing out elephant stress balls with a WHW
2015 flyer. Corporate and individual volunteers were invited to support the distribution of
promotional material. This was done to raise awareness in local communities about WHW 2015
specifically and Jean Hailes more generally.

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2.4 Stakeholder support
2.4.1 Government stakeholders
Women’s Health Week is a major initiative, made possible through funding from the Australian
Government via the Department of Health. Women’s Health Week 2015 had strong support from
the Federal Health Minister Sussan Ley, who appeared in the launch video on the website and
who also engaged with the Women’s’ Health Week 2015 social media campaign.
Jean Hailes encourages bipartisan support for the event, through a targeted email outreach
campaign to Members of Parliament at both Federal and State / Territory levels, as well as Mayors
of all local government areas across Australia.
The call to action was for Members of Parliament and Mayors to share the news about Women’s
Health Week with the women of their communities, and for them to show their support on social
media. Forty per cent of referral traffic was from Government sources, primarily from Health Direct
Australia and Better Health Channel (VIC), two of our major government information partnerships.
2.4.2 Community partners
The involvement of community partners is integral for the promotion of WHW. A community
partner is a community organisation that promotes WHW. To support each community partner,
an online promotional kit was provided, which included WHW 2015 logos, online banners,
promotional flyers and key messages.
In 2015 there was a new campaign to engage key health and community stakeholders across
Australia, including:
• Community health organisations in Victoria
• Primary Care Partnerships in Victoria
• Women’s health networks in Victoria
• Primary Health Networks across Australia
• All rural, regional and remote women’s networks across Australia
• Major unions and professional associations with large female membership bases
This campaign resulted in a number of key stakeholders promoting WHW using social media and
their e-newsletters, contributing to the massive increase in online engagement during WHW 2015
and substantially supporting our branding and positioning in local communities.
As these organisations are key information brokers into their local networks and communities, it
is recommended that this campaign is extended across Australia and integrated into planning for
WHW 2016.

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2.4.3 Community event hosts
Jean Hailes supports and encourages groups, organisations and individuals to host events during
WHW in a way to promote good health and reach new audiences of women in communities
throughout Australia. If health professionals, community organisations and local champions
engage women locally, Jean Hailes can offer support to groups and provide evidence based
health information. This methodology particularly improves reach into rural, regional and remote
areas of Australia.
To encourage groups, organisations and individuals to host events, Jean Hailes provides
resources, online and on-the-phone support to event hosts including:
• Event planning guide
• Event packs for attendees
• Event flyer
• A media release
• Key messages about the week
• Fundraising guidelines
• Logos and promotional banners to include on websites
• Promotion of events on the WHW website
2.4.4 Supporting partners and workplace champions
Supporting partners are organisations who provide financial or in-kind support such as product
supply, prize provision, service or venue provision. Workplace champions are organisations who
support WHW by championing the campaign through a variety of initiatives to the employee
base of their company/organisation.
The Jean Hailes marketing team sought to form WHW partnerships from existing relationships
as well as actively seek new organisations who share an interest in women’s health. Jean Hailes
does not just look within the health arena but look to other industries including: government,
academia, not-for-profit organisations, sporting bodies, finance and banking, retail, events,
healthcare, media, transport and logistics.
The Jean Hailes partnership approach for WHW 2015 focused on extended engagement
with workplace champions, including companies across Australia that are large employers of
women. These companies rolled out a series of integrated initiatives for WHW 2015 within their
workplaces, supported by Jean Hailes.
Partners and workplace champions utilised our freely available education resources and WHW
promotional material to communicate to their own employees, clients and customers. In 2015
Your Guideto hosting a Women’s Health Week event
womenshealthweek.com.au

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over 124,000 education and promotional resources were distributed by Jean Hailes to supporting
partners and workplace champions.
Supporting partners also supported WHW through purchasing WHW merchandise to support
their own initiatives, as well as financial investment into advertising in our event workbook.
Partners also provided in-kind investment including product and service support as well as prize
donations.
Relationships with external partners enabled greater market penetration and reach, with
many partners cross-promoting WHW among their employee group as well as their external
stakeholders. Partners communicated pre, during and post event through integrated
communication channels including:
2.5 Marketing and Promotion
The main aims of the marketing and promotional campaign for WHW 2015 were to:
• Reach and engage women of diverse backgrounds and ages, from all geographical
backgrounds as well as from culturally and linguistically diverse populations
• Encourage individuals and health professionals to register online for WHW
• Encourage organisations, groups and individuals to host community events
• Work in partnership with organisations and corporate companies to enable these groups
to conduct a series of initiatives in their workplaces including speaker events, resource
distribution and WHW topical communications
• Lead the conversation on social media and encourage participation and sharing of WHW
among social media communities
• Engage the media in positioning Jean Hailes as the trusted go-to in women’s health
• Inform organisations, health professionals, government, businesses and local community
about WHW and encourage them to promote WHW to their audiences and stakeholder
groups.
• Position Jean Hailes as Australia’s most trusted source of women’s health information
Communication Channels
Website Newsletters
Donation campaigns
Workplace events
Email communication
Intranet
Social
media
In-store promotions
Attached product
give-aways

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2.5.1 Paid media
Jean Hailes supported the promotion of WHW 2015 with a paid media investment. An integrated
media plan was developed for WHW to ensure maximum coverage across Australia, with a focus
on reaching regional and remote locations in addition to
larger metropolitan locations.
The overall media approach included targeted key
messages on specific topics including cancer, mental
health, natural therapies and cardiovascular disease, as
well as more general healthy living messaging which
increased broad media appeal. Paid media advertisement
focused on high level promotional messages to introduce
and encourage further engagement with the WHW 2015
campaign.
Targeted approaches were made to Indigenous and CALD media to ensure reach to women
from these communities. Paid media investment included social media (Facebook and Twitter),
community radio, metro and regional newspaper print, The Australian Magazine print and flyer
promotion in GP clinics across Australia.
2.5.2 Earned media
Women’s Health Week 2015 received an editorial boost due to the strategic release of the
national survey “What do women want to know?” in the week prior to the WHW 2015 campaign
launch. This editorial coverage was strictly earned media, which are stories generated by news
organisations. As this coverage can’t be bought, this is seen as less biased and more trusted.
The media strategy started months in advance, with staggered alerts to key print, radio, television
and online news organisations. Media was informed of the upcoming Women’s Health Week and
the fact that the unique findings from the survey formed the underlying content for the week’s
program.
The survey was launched on September 1 with a comprehensive pitch to media. An exclusive
story ran that morning on page three of the Herald Sun newspaper and its associated digital
platforms. The Age also ran a digital story about the survey and the campaign. This triggered
other influential media to cover this as the news of the day, including 3AW morning radio,
Southern Cross Austereo radio and 774 ABC Melbourne, and comprehensive national news
reports on Channel 7, 9 and 10.
This top-level news reach had a positive effect for several weeks. This led to subsequent coverage
in state-based and regional newspapers including in Townsville, Bathurst and Tasmania. Many

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radio segments about Women’s Health Week were syndicated, which meant Jean Hailes’ reach
extended to regional areas including Albany in Western Australia and Darwin.
2.5.3 Social media
Social media allows Jean Hailes to reach diverse groups of women right across Australia. For
Women’s Health Week 2015, Facebook, Twitter and Instagram were used to connect with people
and promote WHW messages. The main strategy over these social media channels was to
promote the week and drive traffic back to the WHW website. To do this we:
• Published all relevant information about WHW and the launch event
• Re-posted and engaged with the promotion from supporting partners and ambassadors
• Published snippets of WHW content from the website to direct people to what they will find
on the website
• Promoted and ran competitions to drive engagement and awareness
2.5.3 Promotional material
Promotional material that supported WHW 2015 included: DL flyers, elephant stress balls,
downloadable resources (logos, online banners, event flyer, key messages and a media release
template), posters, balloons and guidelines for event hosts. The
main aims of the promotional material were to:
• Encourage women to register
• Encourage organisations and/or groups to host community
events
• Inform organisations and health professionals about WHW
and encourage them to promote the event to their staff,
clients, patients, audiences etc
• Promote Jean Hailes as a trusted source of women’s health information
2.5.4 Ambassadors
Women’s Health Week has always employed high profile campaign ambassadors, whose role is
to give endorsement to the campaign and to help us leverage their significant audience base in
order to increase our reach.
Jean Hailes selects campaign ambassadors on the basis of aligned values, particularly their
support for women’s health in Australia. To have a male ambassador was of great importance this
year, as a way of engaging men in the conversation about women’s health.

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Denise Scott
Denise is an Australian stand-up comedian, actor and radio personality. Her
wealth of experience, blend of personal stories and topical observations
makes her one of the strongest live performers in Australia today and a perfect
Women’s Health Week ambassador.
Jennifer Keyte
Jennifer Keyte is a popular television and radio personality and currently is the
weekend news presenter on Channel 7, Melbourne. Jennifer shares the Jean
Hailes vision to inspire women to make their health a priority.
Shelley Ware
Shelley Ware is a proud Yankanjatjara and Wirangu woman from Adelaide and
presenter on NITV’s Marngrook Footy Show. Shelley shares our passion for
having the right information to look after your health and future.
Andrew O’Keefe
Andrew is a very talented host, actor, singer and radio presenter. He currently
co-anchors top rating Weekend Sunrise and is a passionate advocate of social-
justice causes. An ambassador for the White Ribbon Foundation, Andrew shares
the Jean Hailes drive to eliminate all forms of violence against women.
2.6 Evaluation methods
An evaluation framework was developed to ensure the successful measurement of WHW 2015
program aims and objectives. This evaluation framework can be found in Appendix 1.
3. Women’s Health Week reach
The Jean Hailes 2015 WHW reached targeted beneficiaries in Australia and internationally
including women of all ages, across a wide range of geographic locations and from culturally and
linguistically diverse backgrounds. WHW also reached a diverse range of health professionals,
government bodies (both State and Federal representatives) and employers from across Australia.
3.1 Registration
There was a 20% increase in registrants for WHW 2015, with 10,055 individuals registering for the
online event.

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Reach across Australia
Registrants came from across Australia, with all states and territories being represented. There
were significant increases in registration in all states; however the most notable increase was
in the Australian Capital Territory where registration doubled (137 in 2014 compared to 274 in
2015).
There was also a 32% increase in registrations in the Northern Territory (65 in 2014 compared to
92 in 2015), highlighting improved reach into new areas. Victoria continued to be the State with
the highest number of registrants, increasing by 18% this year.
Regional, rural and and remote
Three in ten registrants (29%) resided in regional and rural Australia. This statistic supports Jean
Hailes efforts to engage with and reach women in regional and rural areas, who have limited
access to health information and health care services.
Socio-economic disadvantage
Registrants came from all socio-economic groups, with 17% (1663) of registrants reached residing
in disadvantaged socio-economic areas. This statistic mirrors last year’s results, as Jean Hailes has

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”
”
“
“
a strong focus on reaching disadvantaged population groups. Level of disadvantage was drawn
from Socio-Economic Indexes for Areas (SEIFA) (Australian Bureau of Statistics 2011).
3.2 Community and corporate events
This year Jean Hailes received enormous support through community and corporate events. In
total there were 209 events across Australia in support of WHW. This was a 30% increase from
2014 which had 145 events hosted by communities and corporates.
Community event engagement
Of these events, 200 were community events hosted
by 129 individuals, health professionals or community
organisations.
Types of events hosted included but were not limited to:
health workshops and information sessions, fitness classes,
morning/afternoon teas, yoga, tai chi, walking groups, book
club, fundraising activities, health and wellness checks and
health awareness sessions.
These events were held in all states and territories, Victoria
having the highest number of events registered (43%),
followed by New South Wales (35%) and Queensland (10%).
It is also important to note that over one third (36%) of
community events were held in regional and rural Australia
and a total of 5,940 event packs were ordered and sent to
event hosts.
A number of community event case studies are attached
as appendices to this report, particularly highlighting the
impact of WHW 2015 in rural and regional communities.
Corporate event engagement
There were nine major corporate events, five of which had Jean Hailes speakers. These corporate
organisations included: Telstra, Price Waterhouse Coopers (PwC), Sussan, Epworth Freemasons
and MMG.
“The support from Jean Hailes is
great – we have limited resources
so to have bags, resources and free
items to give away really helps get
people interested and engaged.”
Gippsland Lakes Community Health
“There are lots of people out there
who want to find information and
either don’t know where to go or
are too busy to search for it. Having
a one stop shop like Jean Hailes
provides a great resource and
people were very appreciative of it
when they found out about it.”
Burdekin Centre for Rural Health

24
3.3 Supporting partners and workplace champions
Women’s Health Week 2015 saw an increase in the number of supporting partners and workplace
champions, with both national and state specific organisations represented. In 2015 there were a
total of 43 corporates and community organisations, compared to 35 total partners in 2014.
A conservative estimate of partner promotion enabled Jean Hailes to reach a further 950,000
people through internal workplace initiatives, as well as external promotion and communication
to partners’ stakeholders.
Highlights included:
• Over 124,000 promotional and educational resources
distributed to supporting partners and workplace champions.
• Three companies bought advertisements in the WHW
workbook, distributed and available for download to 9000
WHW event attendees nationally
• A total of 1700 showbags, elephant stress balls and event packs
were purchased by supporting partners for their workplace
events
• 19 companies provided in-kind support with pro bono services,
product supply, competition prizes, and financial sponsorship of
resources
• 24 corporate workplace champions – events, resources,
employee initiatives and employee communication channels
• 30 corporate employees volunteered at WHW launch events
• $32,500 in-kind product support, service provision and prize
donations were contributed to WHW 2015 by supporting
partners
o This included for example 6000 show bags supplied
by TOM Organic, a health retreat prize from Solar
Springs, and in-kind services from Pixel 3 for a WHW
wrap-up promotional video

25
3.4 Launch and activation reach
The main aim for the launch and activation events was to create awareness of WHW and
encourage individuals to register for WHW. Stress balls and information flyers were handed out at
all launch and activation events.
The stress balls created an opportunity to interact with community members, explain the
campaign theme and distribute an informative flyer, encouraging recipients to register for WHW.
When stress ball supplies were exhausted, it was very challenging to hand out flyers alone,
proving the appealing nature of the stress ball.
Sydney and Brisbane
To increase the awareness of Women’s Health Week and Jean
Hailes across other states, the Jean Hailes team facilitated two
activation launches in Brisbane at King George Square on 5
September and Sydney’s Martin Place on 7 September.
As part of the promotion, Jean Hailes worked with external
providers to design and create a 3x6 metre billboard showcasing
the Women’s Health Week campaign. The billboard was
positioned at the entrance of the Martin Place station where
thousands of commuters could view through the morning peak
traffic or while lunching with their peers.
Note: A smaller travel billboard also travelled through Melbourne CBD and inner suburbs on 6
September to support the promotional activity at the markets.
Overall the activation launches were a huge success in both cities. The visual presence of
the billboard, as well as the fascination of the elephant stress balls made the activation days
incredibly successful. The response was so positive it resulted in the two cities running out of
elephant stress balls before lunchtime!
Corporate volunteers from PwC and Pharmacy Catalyst, supporting partner Women’s Health
Queensland Wide and individuals assisted with the promotion across Sydney and Brisbane.
A total of 5,600 stress balls were distributed at these locations, accounting for more than one
third of all stress balls distributed for WHW 2015.
King George Square, Brisbane
Direct reach: 1800 stress balls and flyers distributed between 7:30am - 11am
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26
”
“
Martin Place, Sydney
Direct reach: 3800 stress balls and flyers distributed between
6am - 2:30pm.
Potential reach: 89,000 potential foot traffic due to billboard
advertisement located at Martins Place.
Melbourne markets
Jean Hailes conducted promotional activity at markets across metropolitan Melbourne
(Dandenong Market, Footscray Market, Preston Market and South Melbourne Market) and
beyond (Red Hill Community Market). At each market Jean Hailes interacted with passing market
visitors and staff, handing out stress balls and flyers, and encouraging individuals to register for
Women’s Health Week online. Below is a snapshot of the markets reached for WHW 2015.
Dandenong Market is located within Greater Dandenong - the most culturally diverse municipality
in Victoria, and the second most diverse in Australia, with residents from over 150 different
birthplaces, well over half (60%) of its population born overseas, and 55% from nations where
English is not the main spoken language. Birthplaces include Vietnam, Cambodia, Sri Lanka,
India, China, Italy, Greece, Bosnia, Afghanistan, New Zealand and Britain (Greater Dandenong
2014). 600 stress balls and flyers were distributed.
Footscray Market is located within the City of Maribyrnong, an area of great diversity; almost 40%
of the population were born overseas, most in non-English speaking countries (Maribyrnong City
Council 2014). The Jean Hailes team at this site included members of the Jean Hailes Research
Unit, fluent in Vietnamese. 400 stress balls and flyers were distributed in the meat and deli
“Is this new in
Sydney? I need to find
out more.”

27
section, in less than 30 minutes, to visitors during peak hour in the late
afternoon, when market produce was marked down for quick sale.
Preston Market is one of Melbourne’s oldest, traditional markets,
located within the City of Darebin. In this local government area, the
most common countries of birth remain Italy, Greece, India, China
and Macedonia, “however the proportion from Southern and Eastern
Europe has been trending down slightly and the proportion from
Northwest Europe and Southern and Central Asia have been trending
up slightly” (Darebin City Council 2014). 300 stress balls and flyers
were distributed.
South Melbourne Market offered a unique context as the market was
celebrating Market Week, with a focus on wellbeing. The Jean Hailes team was co-located with a
free event, the Great Melbourne Smoothie Challenge. 800 stress balls and flyers were distributed.
The Red Hill Community Market is held monthly, with a break in the colder months. Each monthly
market attracts approximately 6000 visitors. As Jean Hailes was allocated a community stall for
the market’s duration, Jean Hailes staff and volunteers were able to engage with passers-by more
deeply, offer a copy of the latest Jean Hailes Magazine along with the stress balls and flyers, plus
discuss the findings of Jean Hailes national survey on women’s health information needs. 800
stress balls, 600 flyers and 400 magazines were distributed.
Melbourne train stations:
Corporate volunteers from Akamai Technologies and Choice Capital and the Jean Hailes
Research Unit assisted with promotion across the locations listed below.
A total of 5000 stress balls were distributed at these locations, accounting for a third of all stress
balls distributed for WHW 2015.
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28
Parliament Station
1200 elephant stress balls and flyers within 2 hours. Many requests
from corporate audience for a bag of promotional material for
distribute to colleagues.
Flinders Street Station
1200 elephant stress balls and flyers within 2 hours. Male corporate
volunteers engaged male members of the public.
Melbourne Central Station
2600 elephant stress balls and flyers within 2 hours 15 mins. Many
university students requested promotional material.
4. Engagement with program tools and resources
4.1 Women’s Health Week website activity
As WHW is primarily an online event it was important to provide in-depth results for the WHW
website activity. The website was very successful with great levels of engagement throughout the
week. There was a 59% increase on 2014 WHW website visits and a 72% increase on 2014 users
interacting with the website.
Table 2: Women’s Health Week website overview
Overview 1st June - 30 September 2015
No. of visits to womenshealthweek.com.au 30,892
No. of users 20,134
No. of webpages viewed during period 61,576
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What do women
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29
The WHW 2015 campaign period began 1 June and ended 30 September 2015. September was
the busiest month for WHW website, however there was also strong activity and engagement
growth during August due to lead-up activities and momentum building.
Day 1 of WHW 2015 had the most sessions of the week (3571). Activity started to decrease slowly
each day thereafter, but a lot of the audience stayed on for the final day of the campaign (1304
sessions).
The results from the survey ‘What do women want to know’ highlighted that healthy living is
a popular topic, so this was made the final day’s topic to keep the audience interested and
engaged across the whole week.
New visitors to the women’s health week website
Sixty five per cent of visitors were new (had never been
to website before), while 35% had visited on previous
years. This shows that WHW 2015 reached a new
audience this year and expanded reach overall.
Figure 1: Women’s Health Week website activity
(number of sessions) month by month
Figure 2: Women’s Health Week website activity
(number of sessions) by day
Figure 3: New vs returning visitors to the
website
”
““I found the Jean Hailes website
to be a great resource. I was
very impressed with the range of
information, videos and support links
available.”

30
Website content engagement
Table 3: Engagement with Women’s Health Week content
Level of content engagement Average duration spent on single page
Day 5 - Healthy living 6 min, 5 sec
Day 1 - Cancer risk 5 min
Day 3 - Mental health and domestic violence 4 min, 56 sec
Day 4 - CVD and managing your health 4 min, 35 sec
Day 2 - Natural therapies 4 min, 21 sec
Analysis of content engagement levels shows they were very high, with the audience spending
time actively reading and engaging with content. Again the popularity of healthy living is
illustrated with it being the day with the longest average duration.
Online resources engagement
Videos and podcasts were the most popular resource, a total of 4800 people downloaded these.
Some of the most popular videos were ‘What do you worry about?’ (485 views) and ‘Safety of
natural therapies’ (396 views).
The e-workbook resource was new for
WHW 2015 and it was very popular.
The most popular health articles that
were downloaded were the Jean Hailes
‘Natural therapies and supplements fact
sheet’ and Jean Hailes Magazine article
‘The battle with food’ – both featuring
on the conent page for Day 2.
Website traffic acquisition – through
what avenues did people come to the
website
The largest audience proportion was
derived from direct traffic (29%). This means the audience knew the Women’s Health Week
website address and typed this straight into the URL bar and landed on that page (or their page
history remembered the website address from a previous visit and prompted it).
The next highest traffic source were the Jean Hailes email campaigns (27%), followed closely by
Figure 4: Downloads of online resources

31
social media referrals: Facebook,
Twitter etc(26%)
Organic search is from typing
key words into a search engine
(Google) and finding the website
via these means (14%).
Referral traffic is when partner
organisations have links to WHW
website on their webpages, and
their audience clicks that link and
lands on our page (4%).
Of this referral traffic, 40%
came from Australian or Victorian
government websites (e.g. Health Direct, Better Health Channel), generating over 1400 website
sessions. Stats also showed that this audience stayed longer on the website than other users,
meaning that the content appealed to and interested them.
4.2 Emails
There was strong performance from e- direct mails (eDMs), performing well above industry
standards. The average opening rate for the health sector is 23% . Opening rates of emails for
WHW campaign from Day 1 - 5 were 45, 41, 40, 37, 36% respestively.
The total number of opens gives good insight into to the potential for audience forwarding on
the email to their networks, and revisiting the email again to check back on something – given
the above stats it is fair to assume that the email campaigns reached a wider and larger audience
than just the Women’s Health Week database.
Figure 5: Modes of traffic to the website
Figure 6: Opening rates of emails per day (%) Figure 7: Total email opens during campaign per day

32
”
“
4.3 Social wall
There were over 14,60 posts to the social wall, contributed by individuals, organisations,
government departments and corporations. This was a 91% increase on posts from 2014.
In 2015, the social wall posed two questions to the website’s visitors.
In the lead up to Women’s
Health Week, as well as
Monday - Thursday of Women’s
Health Week, users were asked
to share their “elephant in the
room” when it comes to their
health. Jean Hailes received a
broad range of responses: from
people sharing their mental
health concerns to others
wanting to exercise more.
On the final day of Women’s
Health Week, Jean Hailes asked
visitors to the Women’s Health
Week website to share their
“health pledge” for the next
12 months. The aim of this was to encourage users to think about their health beyond Women’s
Health Week and the small changes they can make toward a healthier future. The majority of the
posts in response to this prompt were classified as “healthy living” pledges where users express a
desire to eat healthier, exercise more or both.
This word cloud showcases the most used words on the WHW 2015 social wall. The larger the
word, the more it was used. Unsurprisingly, the words health, elephant, room and week were the
most used words on the Women’s Health Week social wall.
4.4 Promotional material
More than 95,500 flyers were distributed in total, via promotional
partners, community and corporate organisations, and to members
of the community at the 10 activation launches. More than 14,200
stress balls were distributed; 13,500 of these were given directly to
community members at the 10 activation launches.
“The pens were a big
hit especially when we
showed people that
there was a health
checklist pull out
inside it.”

33
Table 4: Promotional material count
Promotional item Distribution numbers
Hard copy
Flyers > 95,500
Posters 75
Stressballs > 14,200
Electronic
Event flyer 786 downloads
Flyers 503 downloads
Logos 279 downloads
Banners 504 downloads
Key messages document 757 downloads
Media release template 348 downloads
4.5 Educational resources
The educational resources were well received, with over 7300 event packs being distributed to
community and corporate events across Australia. This included 17,237 Jean Hailes Magazines,
1608 Workbooks and 525 health check pens.
Table 5: Educational resource count
Educational resources Distribution numbers
Hard copy
Event pack 7345
Jean Hailes Magazine (vol 2. 2015) 17,237 (in addition to event packs)
Workbook 1608 (in addition to event packs)
Health check pen 525 (in addition to event packs)
Healthier You 4371
What Were We Thinking flyer 2358

34
Electronic
Workbook 1628 downloads in total, comprising:
Entire workbook 895 downloads
Day 1 pages 383 downloads
3583 views of e-workbook
4.6 Paid media and earned editorials
Paid media
Paid media is where Jean Hailes paid to place advertising or editorial in a range of media outlets,
including social media, audio news release (ANR)-radio, INFOMED boards, The Australian
Magazine and 29 community newspapers in four States plus Northern Territory.
Table 6: Paid media Investment
Media channel Item Spend Potential audience
Radio Audio news release (ANR) downloads for
broadcast by 200 radio stations nationally
$1,500 20,000
Print newspaper 29 (10x3) ads placed in community newpapers
in QLD, NSW, WA and NT (focus on regional
and rural papers in addition to metro)
$10,101 1,557,197
Print magazine Full page ad The Australian Weekend
magazine
$3,000 545,000
INFOMED boards in
GP clinics
50,000 DL flyers placed into GP clinics in 5
states including a focus on regional cities
$2,000 50,000
Social media Paid Facebook and Twitter advertising $2,500 496,855
TOTAL $19,101 2,669,052
Note: See Executive Summary on page 5 for total reach of promotion, media, advertising and partnership.

35
The total media spend was $19,101. The total paid media potential audience was 2.67 million
nationally from advertising investment. For every dollar spent on paid media advertising, 140
people heard, saw or read about the WHW event (this is almost a 1.5 times growth in return of
investment from WHW 2014).
Earned media
In total, there were 188 earned news items across national and regional print, television, radio,
magazine and online news platforms (which doesn’t include syndications). This translated to a
potential audience reach of 9,911,433, with an Advertising Space Rate (ASR) value of $1,602,531.
Figure 8: Earned Media breakdown:
4.7 Social Media
Social media allows Jean Hailes to connect with a broad range of people, right across Australia
in a way that would not be otherwise possible. Through Facebook, Twitter and Instagram, Jean
Hailes has reached a total of 511,128 individuals during the WHW campaign.
Facebook
Jean Hailes had significant increase in Facebook reach over the WHW period. We had increased
post engagement with an impressive number of post shares, likes and comments. During
the 2014 WHW period, we reached 271,482 people over Facebook. During the 2015 WHW
campaign, we reached 424,100 people: an increased reach of 152,618.

36
Over 50% of the Jean Hailes Facebook audience is women in Australia between the ages of 35
and 54. Social media allows Jean Hailes to connect with a broad range of people, right across
Australia in a way that would not be otherwise possible.
Over the past 12 months, the algorithm that governs the “organic reach” for content on
Facebook Pages has changed significantly. These changes are part of Facebook’s business
model that encourages Pages to invest in advertisement in order for their content to reach more
people. In 2014, Facebook’s reach algorithm did not limit reach, meaning that if a follower of
Jean Hailes’ Facebook Page “liked” an image or link, it would reach their friends and networks.
In 2015, Facebook began limiting the reach that a Facebook Page could obtain organically,
typically capping it at between 4 and 7%. Furthermore, to incentivise paid investment, paid reach
increased.
During the Women’s Health Week campaign, our organic reach was approximately 13%, well
above the predicted average of 4 to 7%. Achieving 13% organic reach is not typical for a page
with over 12,000 followers and demonstrates the willingness for our followers to engage with and
share the Women’s Health Week content.
“Reach” indicates the number of people that engaged with Jean Hailes Facebook messages over
a particular period. “Organic reach” indicates the number of people reached without advertising.
Table 7: Facebook reach
Women’s Health Week campaign period 2014 2015
Organic reach 207,522 77,881
Paid reach 63,390 344,870
Total reach 271,482 424,100
September 2014 2015
Organic reach 132,507 29,084
Paid reach 23,553 43,879
Total reach 156,060 74,312
Women’s Health Week 1 - 8 September 2014 7 - 11 September 2015
Organic reach 17,480, 15,559
Paid reach 9877 18,302
Total reach 27,357 35,210

37
Twitter
Jean Hailes reached out to 1,865 followers through the Jean Hailes Twitter account which then
reached a further 19,200 other Twitter accounts. In total, Jean Hailes’ Women’s Health Week
tweets reached 60,500 Twitter users. There were 121 Women’s Health Week related tweets (from
both the @JeanHailes account and accounts of partners and followers) with an average of 809
impressions per day.
Instagram
Via the Jean Hailes Instagram account there were 78 Women’s Health Week related posts (from
both @JeanHailes and accounts of partners and followers) with a potential reach of 66,528.
5. Evaluation results
In 2015 there was an overwhelming response for completing the evaluation feedback survey. In
total 749 responses were collected from all stakeholders including: individual registrants, health
professionals, community event hosts, supporting partners and workplace champions.
How did registrants find out about Women’s Health Week?
Many registrants found WHW 2015 through the Jean Hailes email (30.5%), followed by Facebook
(22%) and family/friends/colleagues (20%).
Interestingly, both Facebook and hearing about WHW through family/friends/colleague
significantly increased as a way to find out about WHW from 2014. This could be attributed to a
growing presence on social media and in the community.
424,100
60,500
66,528
total social
media reach
511,128
”““My Mum told me about Women’s Health Week and I really got a lot out of it! I especially enjoyed the mental
health info, it was very helpful for me! I will be sure to return next year.”

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New audiences
There was also an increase in the number of new users this year. For instance, 47% of registrants
who completed the evaluation survey had not heard of Jean Hailes before WHW 2015. This
provides evidence to support the ongoing reach into new audiences.
Sharing the messages of Women’s Health Week
Many registrants reported sharing information from WHW with their social networks.
5.1 Individual registrants
A total of 604 individual registrants completed the evaluation survey. This was a slight increase
(8%) from 2014.
Health knowledge of registrants
To measure the impact of WHW 2015 on health knowledge, Jean Hailes asked registrants
about their level of knowledge for 12 health topics and whether it had increased as a result of
participating in WHW 2015. More than 50% of registrants reported that their level of knowledge
had improved in mental and emotional health (56%), how to recognise heart attack symptoms
(54%) and natural therapies (52%) as a result of WHW 2015.
Table 8: Knowledge of 12 health topics after Women’s Health Week 2015
Health topic No change Somewhat improved Improved greatly
Mental and emotional health 18% 19% 56%
How to recognise heart attack
symptoms in women
21% 21% 54%
Natural therapies 20% 22% 53%
Domestic violence: how to help
someone you know
23% 22% 46%
Ovarian cancer 26% 22% 44%
Skin cancer 26% 23% 44%
47%
shared with
family
17%
shared with
clients or
patients
36%
shared with
colleagues
60%
shared with
friends

39
Healthy living 25% 23% 44%
Cardiovascular health 24% 26% 43%
Barriers to healthy living 23% 30% 41%
Breast cancer 29% 26% 40%
Bowel cancer 29% 26% 39%
Resource and service awareness by registrants
Majority of registrants (81%) stated they were more aware of the resources (fact sheets, magazine
etc.) and services (educational speakers, medical centre) Jean Hailes provides as a result of
participating in WHW 2015.
Useability of information by registrants
Registrants also provided positive feedback on the information received during the week and
the useability of the website. Over 51% of registrants strongly agreed that information provided
was of high quality and was easy to read and understand. In addition, 41% of registrants strongly
agreed that website was easy to navigate and the information they needed was easy to find.
Table 9: Level of agreement with the following statements about Women’s Health Week
Strongly
disagree
Disagree Neutral Agree
Strongly
agree
Information provided was of
high quality
3% 3% 9% 32% 51%
Information provided was easy
to read and understand
3% 2% 8% 28% 55%
Information was relevant to me 2% 5% 21% 32% 37%
The website was easy to
navigate/ information was easy
to find
4% 4% 16% 27% 41%
5.2 Health Professionals
A total of 89 health professionals completed the evaluation survey. This included but were not
limited to: nurses (31%), allied health staff (19%), community health service workers (14.5%),
health promotion officers (13%), general practitioners (7.5%) and dieticians (6%).

40
Health knowledge of women perceived by health professionals
To measure the impact of WHW 2015 on women’s health knowledge, Jean Hailes asked health
professionals whether they thought WHW increased women’s level of knowledge for 12 health
topics. More than 75% of health professionals believed that women’s level of knowledge would
improve healthy living (79%), domestic violence: how to help someone you know (78%), mental
and emotional health (76%), domestic violence: where to go for help (76%) and how to recognise
heart attack symptoms in women (76%) as a result of WHW 2015.
Table 10: Knowledge of 12 health topics after Women’s Health Week 2015 perceived by health professionals
Health topic No change Somewhat improved Improved greatly
Healthy living 6% 15% 79%
Domestic violence: how to help
someone you know
6% 14% 78%
Mental and emotional health 6% 17% 76%
How to recognise heart attack
symptoms in women
7% 16% 76%
Cardiovascular health 11% 20% 70%
Barriers to healthy living 13% 17% 70%
Breast cancer 11% 22% 67%
Ovarian cancer 7% 27% 66%
Natural therapies 7% 29% 61%
Bowel cancer 12% 30% 58%
Skin cancer 7% 33% 57%
Resource and service awareness by health professionals
Majority of health professionals (84%), similar to that of registrants stated they were more aware
of the resources (fact sheets, magazine etc.) and services (educational speakers, medical centre)
Jean Hailes provides as a result of participating in WHW 2015.
Useability of information by health professionals
Health professionals provided positive feedback on the information received during the week and
the useability of the website. Over 53% of health professionals strongly agreed that information
provided was of high quality and was easy to read and understand. In addition, 46% of health
professionals strongly agreed that that website was easy to navigate and the information they

41
needed was easy to find.
Table 11: Level of agreement with statements about Women’s Health Week by health professionals
Strongly
disagree
Strongly
agree
high quality
1% 2% 12% 31% 53%
1% 2% 10% 31% 55%
to find
2% 2% 18% 31% 46%
5.3 Community and corporate events
A total of 47 community and corporate event hosts completed the evaluation survey. This was a
48% increase from the previous year (23 in 2014 compared to 47 in 2015).
Resource and service awareness by community and corporate event hosts
Majority of community and corporate event hosts (91%), similar to that of registrants and health
professionals stated they were more aware of the resources (fact sheets, magazine etc.) and
services (educational speakers, medical centre) Jean Hailes provides as a result of participating
in WHW 2015. This is great to see as a key objective for the week is to increase awareness
amongst community and corporate members about the services/resources Jean Hailes offers on a
continued basis.
Useability of information by community and corporate event hosts
Community and corporate event hosts provided positive feedback on the information received
during the week and the userability of the website. Over 58% of community and corporate event
hosts strongly agreed that information provided was of high quality and was easy to read and
understand. In addition, 44% of community and corporate event hosts strongly agreed that that
website was easy to navigate and the information they needed was easy to find.

42
”
Table 12: Level of agreement with statements about Women’s Health Week by community and corporate event
hosts
Strongly
disagree
Strongly
agree
high quality
3% 3% 0% 29% 62%
3% 0% 6% 26% 59%
to find
3% 0% 15% 32% 44%
Levels of satisfaction with support and information provided by Jean Hailes
Community and corporate event hosts were generally satisfied by the support and information
provided by the Jean Hailes staff for planning and hosting a WHW event. Over 50% of hosts
were ‘extremely satisfied’ with the website (59%), free resources provided for event attendees
such as the Jean Hailes Magazine, the workbook and USB (53%), the event guide (52%) and the
merchandise available to promote and support their events (52%). It is great to see such positive
feedback from event hosts, as this year we had an events team to ensure enough support and
information was provided. The event guide was also a new addition for 2015, so again it is
fantastic to see this being well received by the hosts.
““Thanks, it was great having all the support, made running the event that much easier and enjoyable!”

43
Table 13: Levels of satisfaction with support and information provided by Jean Hailes to community and
corporate event hosts
Extremely
unsatisfied
Unsatisfied Neutral Satisfied
Extremely
satisfied
Website 0% 0% 6% 32% 59%
Resources provided (magazine,
workbook, USB)
0% 6% 6% 21% 53%
Event guide 0% 3% 9% 24% 52%
Merchandise 0% 0% 6% 21% 52%
Promotional material 0% 9% 6% 29% 47%
Support via email 0% 3% 9% 32% 44%
Email messages (generic) 0% 0% 6% 41% 41%
Support via telephone 0% 6% 9% 18% 38%
Facebook event page 6% 3% 9% 24% 32%
Would they host another event in 2016?
An overwhelming response of 97% of event hosts would consider hosting a WHW event in 2016.
This is a very positive response and provides reassurance that next year will see many returning
event hosts participating in the week.
Case studies
For case studies please see Appendix.

44
5.4 Supporting partners and workplace champions
A total of nine supporting partners and workplace champion organisations completed the
evaluation survey.
Levels of satisfaction with support and information provided by Jean Hailes
In all areas, supporting partners and workplace champions reported to be ‘satisfied’ or ‘extremely
satisfied’ with the information and support provided by Jean Hailes. In particular, 75% of
supporting partners and workplace champions were ‘extremely satisfied’ with the free resources
provided such as the Jean Hailes magazine, workbook and USB, as well as with the email support
provided by the Jean Hailes team.
Table 14: Levels of satisfaction with support and information provided by Jean Hailes to supporting partners
and workplace champions
Extremely
unsatisfied
Unsatisfied Neutral Satisfied
Extremely
satisfied
Website 0 0 0 25% 75%
Resources provided (magazine,
workbook, USB)
0 0 5% 45% 50%
Event guide 0 0 20% 30% 45%
Merchandise 5% 0 16% 21% 42%
Promotional material 0 5% 0 30% 50%
Support via email 0 0 5% 25% 60%
Email messages (generic) 0 0 5% 5% 75%
Support via telephone 0 5% 0 25% 30%
Facebook event page 0 0 0 35% 65%

45
Beneficial aspects of the partnership with Jean Hailes
Both supporting partners and workplace champions reported various benefits as a result of
partnering with Jean Hailes for WHW.
Many supporting partners and workplace champions reported that the partnership allowed them
to provide women with credible, evidenced based information and promote health and wellbeing
amongst staff members. They also stated it provided them with an opportunity to empower
women and allow them to get health questions answered by leading health experts in the field.
The supporting partners and workplace champions emphasised the importance of the
promotional material and loved the fact they could provide women in the workplace with free
health resources.
Figure 9: A list of all supporting partners from Women’s Health Week 2015
Figure 10: A list of all workplace champions for Women’s Health Week 2015

46
6. Conclusion
Women’s Health Week 2015 (WHW 2015) was very successful in meeting all program objectives
and also in extending reach across a number of channels, particularly the number of community
events hosted across Australia.
Awareness of WHW and Jean Hailes continues to grow, and there are a number of practical
strategies that can easily be implemented to increase growth again for WHW 2016.
There is clearly strong demand for community events and increasing reach via this channel
will likely be a major focus in the campaign next year. For instance, there are opportunities for
community event and registrant growth particularly in South Australia, Western Australia and the
Northern Territory.
There were many aspects to the success of WHW 2015, but particular thanks and appreciation
must be given to all individuals, community organisations and corporates whose support made
the campaign so powerful.
WHW 2015 started women talking about their health and also being more active in screening
programs.
6.1 Recommendations for Women’s Health Week 2016
What did registrants like most about Women’s Health Week 2015?
Registrants were asked what they liked most about WHW 2015. This data provides an indication
on what tools and resources worked well and what could be repeated to ensure the successful
execution of WHW in 2016.
”““I learned so much in a week! It was a real eye opener for issues that I’ve swept under the carpet for too long
and as a result of Women’s Health week, I’ll be having my 1st mammogram!”
top 5 things people liked most about women’s health week 2015
42%
Website
daily content
30%
Campaign theme
& concept
22%
Workbook
43%
Fact sheets
46%
Daily emails

47
What did registrants think could be improved for Women’s Health Week 2016?
Registrants were asked what they thought could be improved for WHW 2016. It was interesting to
note that 41% of registrants reported that no areas of WHW needed improving.
The following improvements were suggested by registrants:
• Increase competition opportunities
• Increase the amount of events. Registrants wanted more events in their local communities,
registrants also made comment on event registration and it being confusing on the website
• More events in Western Australia and South Australia
• Greater social media campaign to draw attention to the week
• Resources in different languages, some more suited to Indigenous women
• Greater promotion and increased media support. Many consumers thought the week needed
more promotion through different media avenues
“I loved the elephants and the
theme. It was a well-pitched
campaign which had a nice
balance of content”
“I really look forward to
Women’s Health Week every
year. Since finding out about
Jean Hailes I look forward to
the informative emails”
“Very informative. I
appreciated emails arriving
in my inbox”
“I think this is a wonderful initiative
and I look forward to participating
next year!”
“I really enjoyed it, I loved
the “no more elephants”
theme”
“Well done to the Jean Hailes
organization, education is always
the key to improving everyone’s
health”

48
References
Australian Bureau of Statistics,2011, Socio-economic Indexes for Areas (SEIFA), cat 2033.0.55.001,
ABS, viewed 13 October 2015.
Darebin City Council 2014, Facts and Figures, Darebin household survey, Available from: http://
www.darebin.vic.gov.au/en/Discover-Darebin/Darebin-Overview/Facts-and-Figures [9 September
2015].
Greater Dandenong 2014, Summary of social conditions in Greater Dandenong, Available from:
http://www.greaterdandenong.com/document/10768/summaries-of-social-information-cgd. [9
September 2015].
Maribyrnong City Council 2014, Summary of demographics, Available from:http://www.
maribyrnong.vic.gov.au/Page/Page.aspx?Page_Id=5303 [9 September 2015].

49
Women’s Health Week 2015 Evaluation Report
Appendices
Appendix 1: Evaluation framework
Stakeholders Performance indicators Tools Frequency
Consumers
Increased demand for Jean Hailes resources (online, print,
education) and increased engagement with WHW2015 activities
e.g. pdf downloads
Media metrics (hits on websites, downloading of
products)
Post event (compare to
WHW2014)
Increase in Jean Hailes magazine and email subscription across
WHW campaign
Media metrics Post event
Information provided met health needs (quality of information/
readability)
Survey consumers Post event
Increased knowledge and awareness about Jean Hailes and
women’s health
Survey consumers Post event
Increased reach in rural and regional communities (and also
considering metro) and increase reach in disadvantaged areas
Registration data and community event (number of
events/event attendees )
Post event
Increase in WHW registrations (especially on promotional days) Registration data Post event
Increased profile as a trusted provider of women’s health and
resources
Survey consumers/number of resources provided
(indirect website/magazine measures and email
subscription, Jean Hailes brand awareness)
Post event
Event campaign awareness Number of registration/survey consumers Post event
Increase in social media followers and increase engagement
with social media outlets through re-tweets, shares and #
Media metrics Pre and post event
Demographics Registration data Registration
Number of consumers reached through earned media Media monitoring Post event
Number of consumers reached through paid media Media monitoring Post event

50
Health
professionals
Increase in WHW HP registrants (awareness raising of Jean
Hailes website and our HP resources)
Registration data
Post event
Increase in Jean Hailes HP email subscription and downloads of
HP resources across WHW campaign
Media monitoring Post event
Information provided met health needs
Media metrics (hits on links, Jean Hailes website
health professional, downloading on Jean Hailes
website HP material, hits webinar on Jean Hailes
website)
Post event
Increased profile as a trusted provider of women’s health and
resources
HP survey Post event
Increased engagement with WHW15 activities
Media metrics (hits on websites, downloading of
products)
Post event
Demographics Registration data Registration
Staff
• To understand the individual experience of working on the
WHW15
• Level of satisfaction
• Collaborative skills
• Effectiveness of internal communication
• Support perception
• What worked well/what could have been done better/ideas
for 2016
Post-survey with all staff Post event

51
Corporate
partners
Increased development of partnerships and sponsors/increase
opportunities taken up
Increase no. of partnerships /sponsorship
opportunity
Pre- and post-event
Increased number of people reached through workplace
promotion
Reach of audience through workplace events/
promotion/champions
Survey
Increased number of resources distributed to partners Number of resources distributed
Post event (compared to
WHW 2014)
Increased branding recognition Evaluation survey Pre- and post-event
Increase future engagement with partners
No. of partners wanting to continue with other
opportunities
Post event
Change in behaviour of employees – activities to encourage
behaviour change what in particular
Evaluation survey Post event
Community
Event Hosts
• Reach – age and geography/language
• Increased reach in rural and regional communities (and also
considering metro) and in disadvantaged areas
• Future engagement
• Opportunities for continuous improvement
Evaluation survey Post-event
Community
supporters
Future engagement
Opportunities for continuous improvement
Evaluation survey Post-event
Media
Reach – number of people reached through media.
Engagement with social media (shares, re-tweets), print media
and radio
Media metrics Post event
Launch events
Increase in launch locations/activities
Increase in number of resources distributed through launch days
Number of launch activities
Foot traffic in launch locations (potential reach)
Flyers/elephants distributed at locations
Post event

52
This page was initially left blank.

53
Appendix 2: Case studies
Community Event Case Study 1: Yarram and District Health Service (YDHS)
Your
organisation
Yarram and District Health Service (YDHS)
Your event name
and activity
Women’s Wellness Forum – a 2 hours forum with guest speakers and Q&A panel (see
running sheet below)
What inspired
you to get
involved in
Women’s Health
Week?
The Women’s health Week provides a chance to engage with the local community in
women’s health.
YDHS has been involved in running an annual women’s health event since 2013. I began
working at YDHS early this year and when the emails came through about the upcoming
Women’s Health Week, I asked my work colleagues if it was of interest to the community
in the past and whether we should continue to host another event – all the feedback from
staff was in support and all staff wanted another event to happen.
It was noted that Yarram is a small town which like many small towns can be hard to
engage community members to attend community health events. However, the YDHS
Women’s Health event has been one which has got a high attendance over the last two
years.
How did you
get other
organisations on
board?
Within the community health centre at YDHS we organised a women’s health working
group to lead the organisation of the event. This group identified key organisations which
would be approached and invited to be part of the event. I sent an email with a letter of
invite attached, stating what we were doing and asking for guest speakers or Q&A panel
members.
I was humbled by the positive response we got. All the organisations responded and
replied that they would like to be involved. After getting such a positive response, I then
was worried the invited organisations thought they were getting paid! However, through
clarification, they all thought it was a great topic and wanting to be involved free of charge.
It got to a point where I had to say we have enough speakers/panel members. We then
invited the extra organisations to come and have an info table – which two organisations
did.
I think the biggest pulling card was the topic - ‘the Elephant in the Room’. We have many
dedicated organisations working in Gippsland who want to support women’s health.
A nearby community was also hosting an event in Foster. Liaising with this organisation
provided an avenue to share learnings, tips and tricks.
How did you
promote your
event?
We promoted the event through many means - the YDHS organisational and community
newsletters, local school newsletters (both primary and secondary schools), the local
newspaper (2 x articles leading up to the event), the YDHS/Living Well 3971 Facebook
page, word of mouth, and poster drops throughout town.

54
How did you
get people
interested?
I think promoting the event in a positive and entertaining manner encourages people to
attend the evening.
Offering freebies including door prizes, showbags and a free light supper helps attract
people.
Sending reminders and repeated promotion was also necessary.
Talking to people about the event was also key. I think this makes people feel more
welcomed, and comfortable to attend.
What did you
learn from
organising your
event?
I learnt a lot! I had heard about the Jean Hailes Foundation, however I never had explored
the website, or knew all the wonderful resources you have available to the public. I have
found improving my knowledge of Jean Hailes has been very beneficial to my work.
A key outcome of this event was the networking and liaising with other organisations. I
increased my understanding of what women health services are provided at other local and
regional services – hugely beneficial.
I learnt more about the local community, what engages people and what they look for in
an event. I am new to the community, so it was a great way to introduce myself to both
community members and organisations.
What will you do
differently next
time?
I felt like we needed more time. I would not have quite as busy a running schedule, and
rather allow more time for the Q&A panel.
What was the
best thing about
the day?
There were quite a few positive outcomes of the event. Firstly, the guest speakers and
panel members were very insightful, engaging and interesting.
Secondly, the high attendance the event attracts of both health workers and community
members provides a wonderful space to socialise and discuss over a very important topic.
Thirdly, the event provided an opportunity for key organisations to network, which actually
lead to new referrals and knowledge of what others are doing in the women’s health space.
For example we had a continence physiotherapist come and present which many of the
local health workers didn’t even know existed!
Lastly, the support from the Jean Hailes Foundation was a key factor to our organisation
being able to run the event. Having the free resources and support created a focus and
drive to the organisation of the event.
We conducted an online post attendees survey which received great feedback. The best
thing according to the attendees was the guest speakers and Q&A panel.

55
Community Event Case Study 2: Women’s Health Workshop in Lennox Head
Your
organisation
Individual
Your event name
and activity
Jean Hailes Women’s Health Week Free Women’s Health Workshop event
Your location Ballina NSW – WH Workshop held at CWA Hall, Lennox Head NSW 2478
What inspired
you to get
involved in
Women’s Health
Week?
Personal reasons and general interest in the health and well being of others and
have always liked to share relevant information that benefits others and enhances
self empowerment for all women. I have been a long term subscriber of Jean Hailes
and believe in Dr Dorothy Jean Hailes philosophies and the aim of the Jean Hailes
Organisation. In my local community there has been many young lives lost in fatal car
accidents and suicides so grief and loss issues. I have experienced and observed that there
is a decline in ‘social connections’ and human interaction possibility due to advancement of
modern technology and maybe family breakdown. There are still many people needing a
sense of belonging in their community and are isolated.
How did you
get other
organisations on
board?
I firstly spoke to a local GP during a consultation who is a trainer of young doctors and
mentioned that I had seen other presenters give an information talk regarding women
issues. I contacted three other presenters individually then we had one meeting all
together they all agreed there was a need in the community to do a workshop and so the
women’s health workshop event evolved for me to co ordinate and host.
How did you
promote your
event?
I was both natural and honest speaking with people whilst distributing flyers and A4
customized flyer regarding Jean Hailes Women’s Health Week – Women’s Health Workshop
event. The flyers were put in many community venues, businesses, coffee shops, staff
tearooms, shopping centres, community notice boards, Sporting and therapy centres, and
relevant medical clinics and surgeries. Adverts in Local community radio, Local newspaper,
School newsletter, E mail, Face book, and word of mouth.
How did you
get people
interested?
Speaking with people in an honest, open and natural manner whilst explaining briefly Jean
Hailes Organisation and Women’s Health Week workshop event. It was a lot of genuine
‘leg work’ and public liaison.
What did you
learn from
organising your
event?
The outcome of this event was women would like more detailed information on many
topics. Nutrition for various ages groups, painful sex, sex during and post menopause
cardiovascular health, domestic violence help, dealing with grief and loss, suicide, mental
and emotional health, social connecting, bowel cancer, skin cancer and skin reactions,
ovarian cancer, emotional and social intelligence and bone health.
I learn there is definitely a great need in the community for these types of events and
women need more social support and interaction to discuss and be assisted in many issues
to benefit their general well being.

56
What will you
differently next
time?
It would have been better if I had more assisted delivering and distributing flyers and DL
folded program flyer. It was too exhausting for a ‘sole’ co ordinator/host/convenor. I had
one presenter help me set up venue as I have physical/mobility limitations so that was a
great help for me. Next time have varied and different topics as the workshop participants
would have preferred to have more time for questions and answers as well as requesting
more detail on topics.
What was the
best thing about
the day?
Women were attentive and enjoyed the workshop. There was lots of laughter as well as
a wonderful atmosphere with ambiance. Many stayed and talked to each other without
knowing other women. Quote: “I could have stayed all day” Gayle Perkins Women’s
Health Workshop participant. The general comment was women strongly would like
another similar women’s health workshop in the future and would be most happy to attend
a Jean Hailes Women’s Health week event next year. Women really liked the clear and
easy to read Jean Hailes booklets and all samples. The Jean Hailes kit bag is a very useful
multipurpose bag. The main ‘thing’ for me is now more women and families are aware of
the benefits of looking after yourself as a women and the Jean Hailes Organisation and
foundation.

57
Community Event Case Study 3: Burdekin Centre for Rural Health
Your
organisation
BCA - Burdekin Centre for Rural Health
Your event name
and activity
Information session for 40 rural women in Ayr, 20 in Giru and more in upcoming NAIDOC
event this week.
Information Health Stand in Ayr main street, with free mini health screenings - BP and BMI
assessments and healthy lifestyle brochures.
Giru Agricultural Show – Health stand and mini health screenings and handout of Jean
Hailes bags and information sharing.
Ongoing outreach to women, for instance she will hand out Jean Hailes bags and
information through the upcoming local NAIDOC event.
Your location Ayr, Queensland
What inspired
you to get
involved in
Women’s Health
Week?
Being a health promotion nurse, Jeanie regularly checks the media for upcoming national
health promotion events. This year she wanted to cover women’s health and a Google
search led her to the Jean Hailes Women’s Health Week (WHW) website.
How did you
promote your
event?
Jeanie talked to women about the event and let them know about the resources available
online at the Jean Hailes website.
Information health article included in the local community magazine – BCA ‘Round-a-bout’
which has distribution of 1500 around district. She also handed out bags to women coming
to the centre and an information stand was set up in foyer of centre, with wall feature
posters and take home women’s resources.
BCA also operates as an information referral service, so Jeanie used that role to inform
women about WHW 2015.
How did you
get people
interested?
Just by talking to women, and offering free Blood Pressure and mini health screening
checks. There were a couple of women who had cancer and were looking for more
information.
There is already a lot of community demand for more women’s health doctors and services.
For instance, one lady said when she went to the GP for a Pap test, they told her they were
too busy and she’d have to come back.
What did you
learn from
organising your
event?
There are lots of people out there who want to find information and either don’t know
where to go or are too busy to search for it. Having a one stop shop like Jean Hailes
provides a great resource and people were very appreciative of it when they found out
about it.
Some older women don’t have access to computers, so Jeanie will print them out fact
sheets and other resources/

58
What will you
differently next
time?
They are federally funded and are chronically short of funds – they are not allowed to print
in colour and there are limits on their printing. It would be great if they could be given free
A3 and A4 posters so they could create a visible presence in their community prior to the
event and for display on the day of the event to attract more to make enquiries.
Jeanie would definitely consider doing another event in 2016.
What was the
best thing about
the day?
Just having the resources and the fact sheets, which support her work in the community.

59
Community Event Case Study 4: Gippsland Lakes Community Health
Your
organisation
Gippsland Lakes Community Health
Your event name
and activity
Gippsland Lakes Community Health is supporting women’s health week with a display in
the foyer at reception. Free information is available and will have a nurse to answer any
questions you may have about women’s health. This display will be on show for the week of
7th September - 11th September.
Your location Lakes Entrance, Victoria
What inspired
you to get
involved in
Women’s Health
Week?
We were wanting to do more consumer engagement, and part of our plan is to identify
health weeks and promote those into the community in addition to service delivery.
How did you
get people
interested?
Our targets are based on clients, so we needed to engage with clients in order to be
involved in the week. So our strategy was to create interaction with clients coming to our
centre for other services.
We created a display of resources on site and set aside one hour to approach people
visiting our centre, while they waited for appointments, by engaging them in a
conversation about health topics via a “did you know” approach and normalising the
conversation about issues like pap smears and continence.
No one wants to talk about continence, in particular, but they responded well when we
brought it up and showed them products and talked about the available funding sources.
What will you
differently next
time?
It would be really good to have more free promotional resources to be able to brand the
event and create visual interest. i.e. balloons, banners, posters.
Another useful tool would be additional USB content that we could put on the TV in our
waiting room – fact sheets, did you know slides, etc
What was the
best thing about
the day?
Being able to reach different target groups with different information, for instance younger
people with information about Pap smears and older people with information about
continence.
The support from Jean Hailes is great – we have limited resources so to have bags,
resources and free items to give away really helps get people interested and engaged.

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