The purpose of this study was to explore how the Heart and Stroke Foundation of Canada and Canadian Twitter users linked women's experiences and health identities with the #MoreMoments cardiovascular disease awareness campaign. Critical discourse analysis of Twitter data between September 2017 and November 2017 identified two primary discourses (tragedy and loss, and life and health) and two identity/subject positions (visionary leaders and successful survivors). Responsibility for women's health was attributed to the Heart and Stroke Foundation of Canada, also limiting neo-liberal healthism and risk identification. Novel findings included resistance through use of 'small stories' within discourses regarding the targeted demographic for health promotion and knowledge translation.
Keywords: gender; health campaign; heart disease; social media.