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Women’s health? #Itspersonal (and funny) in Canada

Posted by Claire | 31-10-2012 20:19 | Category: Women's Issues

Coincidentally following the (awesome!) news that classic comedy show SCTV will be ‘rebooted’ for a new generation, here comes a charity campaign that brings out all the nostalgia Canadians have for their favourite Melonville characters…

You! with Libby Wolfson was SCTV’s parody of a “women’s issues” community access television show (sources say it was based on Micki Moore’s “You’re Beautiful” on Toronto’s City-TV). Actress Andrea Martin played “one-time candidate for city councillor, playwright, and film director”, Libby Wolfson. Here’s a clip from 1982!

Andrea Martin hasn’t been Libby in 20 years, but has resurrected the gag for the “It’s Personal” campaign for Women’s College Hospital Foundation. Women’s is embarking on a $70 million dollar capital campaign to build new state-of-the-art facilities in downtown Toronto.


Watch the clips after the jump!

... The return of Libby Wolfson

... And here’s the follow-up with television personality Marilyn Denis


The videos are part of the www.itspersonal.ca website, where women are asked to “join the conversation about women’s health”. “Join the conversation” is one of those ubiquitous call-to-actions, but have you noticed how public dialogue about women’s health is a super hot topic these days?

More important to the campaign is the second action item – Joining the 1000 Project. Here the goal is to raise $1,000,000 with 1,000 donations. Those who donate will own a square on the site which can be personalized with a photo and message.

Similar interactive projects include: Pixel Fight for CCS, Own a Color for UNICEF, Buy a Brick for Stroke Association, etc, however you don’t see too many of these with such an ambitious gift amount.


What I like about this campaign is the good segmentation. They are appealing to the right demographic to care about this cause and feel invested in the hospital’s success. At the campaign launch, the room of female executives and business leaders was thrilled to see influencers like Andrea Martin, Amanda Lang, Arlene Dickinson & Jeanne Beker. I sat next to a group of young bloggers who didn’t seem sure what they were looking at: “Is that the lady from My Big Fat Greek Wedding?”

Hospital fundraising campaigns in Canada tend to fall between “conservatively well-branded” & “tear-jerking” on the emotional scale. You don’t often see comedy used to catch your attention, or colonoscopies described thusly: “You’re in, you’re out, they’re in, they’re out, if you know what I mean!” Cheeky. (Pun!)

Ladies, are you excited about the return of Libby Wolfson?

Women's College Hospital Foundation

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