This Journey: Telling the fertility stories of Alberta women
3 days ago
1 min read
When women told us they wanted more content about fertility, I wanted to give them something they could see themselves in.
The idea behind This Journey was to let real Alberta women’s stories take the lead. Their experiences gave the guide an honesty that information alone couldn’t offer, with expert insight and practical support woven in. For this piece, I developed the concept, guided the writer and led the content strategy.
This case study shares the thinking behind a guide that started with listening and put women’s voices at its heart.
