JMIR Publications

ABSTRACT

Trauma-informed approaches promote the creation of systems that prioritize safety and empowerment to improve patient well-being. These approaches are especially important in sexual and reproductive healthcare, where patients are often asked to disclose sensitive and personal information. This disclosure is particularly relevant in the context of endometriosis, a condition that affects 10% of reproductive-aged women and causes debilitating pelvic pain. Our team led a trauma-informed social media campaign to raise awareness and improve understanding of endometriosis by sharing research findings from a photovoice study focusing on Asian women’s experiences of endometriosis during the COVID-19 pandemic in Canada (EndoPhoto Study). In this manuscript, we describe how we adapted and applied trauma-informed approaches to the development and implementation of the social media campaign by following five principles: support and collaboration; trustworthiness and transparency; safety; empowerment and voice; and cultural and gender sensitivity. We co-designed this campaign with patient partners with lived experience of endometriosis to facilitate collaboration and mutuality. Additionally, we shared details about the funders of this study to increase trust and transparency, moderated comments and de-identified images to promote participant safety, chose safer platforms to enhance empowerment and voice, and avoided stereotypes and shared authentic experiences of Asian people with endometriosis to support cultural and gender sensitivity. The campaign launched on Instagram and Pinterest in March 2025 to coincide with Endometriosis Awareness Month. The social media campaign received 8,540,528 total impressions over the course of the month and had a 6.23% and 1.4% engagement rates on Instagram and Pinterest, respectively.