Balance the Power
with Informed Perspectives
Informed Perspectives is a national charity and social enterprise that is dedicated to bridging the gender gap in media and public discourse. The organization amplifies the voices of women and gender-diverse people and provides them with inspiration, support and visibility to influence public conversations and decision-making in Canada.
Sector:
Gender represenation in politics
Services:
Communications Strategy
Graphic Design
UI/UX Design
Branding
Video Editing
Copywriting
Learn More:
Visit the Balance the Power website
Anti-Heroine Media led the communications strategy, content creation, and digital engagement for the Balance the Power campaign, aimed at improving the representation of women and gender diverse people in Canadian politics. This involved developing an action-driven narrative, clear brand messaging, and strong engagement tactics to build momentum for change.
Working with an incredible team of feminist changemakers, we honed the key messaging, emphasizing an intersectional perspective on the issue and calling for concrete action from our leaders. We used this direction to update the branding for the campaign and shift the title from Balance of Power to Balance the Power. This helped to create a more action-oriented identity. We revised the logo to match, placing further emphasis on “Power”.
Anti-Heroine Media redesigned the website to align with our campaign goals and serve as a content hub for our work. This included crafting copy, graphic and UX/UI design for the entire site, as well as working with an accessibility expert to ensure WCAG compliance. It was essential to create a user-experience which spoke to each of our target audiences and prioritized the key calls to action, including a tool for constituents to email their representatives directly to demand action on this issue.
Bringing together leaders in the sector including Anuradha Dugal, Chi Nguyen, Shari Graydon and Senator Donna Dasko, our launch event had 100+ attendees. We developed distinct visuals for the event, taking inspiration from retro political ads while encompassing the Balance the Power brand identity. We also created an ally toolkit with sample posts and messaging to spread the word.
Our event audience was highly engaged, using our New/Mode tool in real-time. This resulted in our highest number of concentrated actions throughout the campaign (over 50), demonstrating the effectiveness of interactive participation in driving meaningful action.
We built on this momentum by continuing to promote our digital advocacy tactics, calling on politicians to sign a pledge to show their commitment to the issue. This was supported by the Wavemaker series highlighting impactful women and gender-diverse leaders, and a collaborative event with the Fora Network for Change to engage directly with youth audiences. Anti-Heroine Media created copy for social media and newsletters to build the Balance the Power brand, connect with community, and engage with our followers throughout the campaign.
The campaign reached over 650,000 people in its two-month run, with 100+ emails sent to sitting politicians. Our campaign success was a direct result of dynamic storytelling and partnership building, crafting content that took a hope-based approach to illustrate the measurable impact that women and gender diverse politicians have on their communities. This strategy empowered our audience to connect directly with their representatives and with each other.