Olivia Johnson

Contact:
olivia.johnson2@mail.bcu.ac.uk
University/School:
Birmingham City University
Location:
Birmingham
Specialism:
Award NomineeBusiness & ManagementMarketingPR & CommunicationsPromotionSocial Media
About Me

HELLO, I'M OLIVIA. A FASHION BUSINESS & PROMOTION GRADUATE FROM BCU

Olivia was motivated to research and create a solution to the lack of resources available for women's health. The purpose of the project was to create conversation and education for women which challenges and redefines 'taboo' topics, such as menopause, through a website platform, 'Pause'.

Pause is a vibrant community platform and work booklet to educate, connect and spark honest conversation with young women across the U.K. Through a plethora of blog posts, podcasts, polls and articles, Pause openly discusses women’s health topics which have previously been considered ‘taboo’. The community tab offers an anonymous, safe space to empower, re-educate and redefine these topics, creating open conversation and connecting women. The purpose is to challenge consumers to Pause: take the time to learn about their health, make considered choices and empower one another.

INSPIRATION

Half the population. No conversation and education.

The initial inspiration for this project was her dissertation titled 'The pernicious influence of fashion consumption: how consumption plays a detrimental role in shaping feminine norms and consumer behaviour', which explored both the damaging stereotypes that are forced on women and the targeted consumer behaviour within the fashion industry. The study revealed the lasting impacts of fashion consumption on the consumer, the progression made and provided potential resolutions to this feminist issue.

Throughout the dissertation and thereafter, research into feminist topics, such as women's health, uncovered the detrimental reality of society today. Although half of the population experience health conditions, such as menopause, the conversation has been left silent and traditional education has fallen short. Therefore, an inevitable passion to bring about change and to provide young women with the education they deserve was quickly apparent. This inspired the creation of Pause.

MY WORK

PORTFOLIOS

DETAIL

Pause: Re-educate. Empower. Redefine.

The Pause website offers educational resources in an engaging, social media-like format created to specifically target the young female consumer. The resources openly discuss a plethora of women's health topics in a variety of formats - blog posts, podcasts, webinars and more - to spark thought and conversation amongst users. The community tab provides an anonymous safe space for professionals and consumers to discuss, share and connect on these issues. Using soft shapes and neutral tones, the Pause platform evokes a calm tone, specifically designed with accessibility and inclusivity in mind. The work booklet replicates this in a tangible form: providing education, resources, art, poetry and the information to challenge one's bias on womens health. The promotional material directly communicates the Pause mission to the key consumer through careful marketing tactics and research consideration.

"It would be powerful to give young women the skills and knowledge they need to prepare for menopause. Powerful!" - Dr Barbara Taylor, gynecologist & menopause expert.
Award NomineeBusiness & ManagementMarketingPR & CommunicationsPromotionSocial Media
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