De-stigmatising perimenopause and menopause.
The Australian Government is pushing to de-stigmatise, normalise and provide resources about the often-disruptive symptoms of perimenopause and menopause in a campaign via Ogilvy.
Featuring the ‘inner voice’ of women experiencing the sleep disturbance, brain fog, sudden sweats, anxiety and fatigue that can be markers of the transitional life stage, the campaign aims to address common misconceptions while providing links to evidence-based support services, treatment and information.
It was developed for the Department of Health, Disability and Ageing and will be seen from this week nationally across TV, BVOD, OOH, social, audio, digital, Google search and integrated partnership channels.
Ogilvy chief strategy officer Fran Clayton said the “Could This Be Perimenopause?” campaign is the first ever launched by the Australian Government to tackle the subject.
"The silence around perimenopause and menopause has carried a real cost. We’ve had decades of confusion, misdiagnosis, and suffering that women simply didn't need to face alone,” Clayton said.
“Our goal wasn't simply to raise awareness, but to reframe the experience.
"This campaign finds women in that 3am moment, wide awake, wondering if they're losing their mind, and says: we see you, this is a thing. Not to wrap it in a bow. Just to say it has a name, and there's support if you know where to look.
"The voice at the heart of this creative is something many women will recognise. When 'I thought it was just me' becomes 'oh my goodness, it's all of us’, that's when women start asking the right questions."
Credits:
Strategy, creative, website design: Ogilvy Australia
Agency Production: WPP Production
Production Company: Revolver
Director: Fiona McGee
Post-Production: The Editors
Sound: WPP Production
