Consolidation Week

As I need to present my work for assessment 2 early, I’ve been working on getting my presentation completed as much as I can, ready for feedback at the beginning of week 7.

I began this week by creating my fourth and final persona. She is a teenage girl who has knowledge of endometriosis, and suspects that she may have it. Her main issue is getting her doctors to take her concerns seriously, and get a referral to an endometriosis specialist. You can take a look at the persona document below:

Persona 4

In deciding on the content to include in the presentation, I decided to write down a new summary of my issue, and outline the goals for this campaign:

The Issue:

Endometriosis is a gynaecological condition which affects 10% of the population. There is an average wait of eight years for a diagnosis, and it can be debilitating, life-changing and is commonly misunderstood. There is very little awareness of the condition in the general public, and even less so in young girls, the age at which most symptoms begin. By raising awareness of the condition in this age-group, and their parents, girls can hopefully seek help earlier and prevent the condition worsening and impact upon their lives significantly.


  • To raise awareness of endometriosis in teen girls and their mothers
  • Reduce the 8 year wait for diagnosis
  • To provide information for sufferers
  • To recommend doctors, strategies and services for girls
  • To destigmatise endometriosis

From here I was able to collate the recent data I had collected to include, as well as the basic facts of the condition which need to be explained during the presentation. I also reduced the content of the personas to fit them onto one page, which meant prioritising content based on what really defined these personas, and what needed to be conveyed the most.

I also needed to work out what my next steps were for the campaign, based on the research I had completed this far. The main points for me were to really narrow in on a media platform for delivery, create a logo and slogan which reflect the issue, and define the scope of the campaigns for the teen girls, and how this would or wouldn’t be different for the campaign aimed at mothers. There are certainly some similarities between what both would need out of the campaign, however the language and graphics used, as well as the media platforms, would most likely need to be tailored to each group.

You can take a look at my most current version of the presentation here:

assessment 2 presentation


When I’ve had some time I’ve also continued to research the issue. I was interested this week in learning more about public perceptions of endometriosis, which are integral in understanding why the issue doesn’t have more recognition. I’ve made some notes below:

  • Of the 275 female respondents, 181 (65%) reported a personal history of dysmenorrhea
  • A total of 44 (16%) reported a personal history of endometriosis
  • A majority of these women (40 out of 44) were under the age of 60
  • Knowledge of endometriosis was uniformly lower among men as compared to women
  • Of female respondents, 91% had heard of a condition called endometriosis, and 69% were able to identify the uterus as the organ from which it originates
  • 57% of male respondents had heard of the condition, and only 39% were able to identify its organ of origin
  • When men were asked to select among potential etiologies for pelvic pain, pre-menstrual syndrome was the top response among male respondents (39%)
  • While women were most likely to choose endometriosis (67%)
  • Of male respondents, 57% reported having no idea what the symptoms of endometriosis were
  • This number was 22% for women
  • 55% of males could not identify a single treatment option for the disease, vs 26% of females
  • Women with a diagnosis of endometriosis were significantly more likely to be able to recognise the disease as a potential source of pelvic pain, as well as accurately identify its etiology, symptoms, and potential treatment options
  • A significant proportion of the general public has limited knowledge or no knowledge about endometriosis
  • There is a significant gender disparity in the public awareness of the typical presentation of endometriosis
  • This may contribute to the social isolation experience by many women with the condition
  • The limited knowledge of endometriosis as a potential cause of pain may contribute to the delay in diagnosis noted by many other groups
  • A study by Lemaire reported a high degree of emotional distress among women with endometriosis who felt they lacked information about the disease
  • Focus groups of women with endometriosis have revealed a strong desire for the ‘production and dissemination of information not only to women with endometriosis, but also teachers, employers, partners and family members’
  • This sentiment may represent a response to the perception of being ‘misunderstood’ by family, friends and colleagues
  • 39% of males in the study identified PMS as the most likely cause of pelvic pain in women
  • Knowledge of endometriosis in the sample was consistently lower in individuals of both genders who didn’t know anyone personally with the disease
  • The presence of a close friend or family member who ‘took their complaints seriously’ was identified by a recent study as the most common catalyst that led women to seek medical treatment for endometriosis
  • This suggests that increased public awareness of endometriosis may help facilitate earlier medical intervention for women with the disease
  • Several groups have documented the significant delay between the initial symptoms of endometriosis and a woman’s first contact with a physician.
  • This delay is partially attributed to dismissal or normalisation of pelvic pain symptoms by spouses, family and employers
  • Early diagnosis and treatment of endometriosis may reduce emotional suffering as well as long-term complications such as pain and infertility
  • Increasing public awareness of endometriosis may help facilitate early diagnosis and alleviate the social isolation reported by many women with the condition

Source: Shah K D, Moravek, B M, Vahratian A, Dalton K V, Lebovic I D 2010, ‘Public Perceptions of Endometriosis, Perspectives from Both Genders’, Acta Obstetricia et Gynecologica, vol. 89, pp. 646 – 650, viewed 27th April 2017, <;


The research is interesting, although unsurprising. The most relevant parts of the research for my campaign are the surveying of sufferers themselves, which identify important people in their community who have the power to help these sufferers. These may be areas that can be targeted with the campaign going into the future.

Following next week, I hope to do my presentation, and from there begin the design phase of the unit, which will allow me to take the research I’ve done and apply this to my design, which will be a challenge, but also interesting to undertake.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s