To encourage advocacy and dialogue around women's health issues.
Swisse has launched HYSTERIA, an integrated campaign developed with Clemenger BBDO, aiming to encourage advocacy and dialogue around women's health issues the brand says have been mislabelled, misunderstood, misdiagnosed and underfunded.
The campaign is built on a statistic showing only 3% of medical research funding in Australia has gone to women's health issues, which Swisse says highlights a gap in awareness, investment and understanding.
The platform centres on the definition of "hysteria," derived from "hystera," the Greek word for uterus. For centuries the term was used to dismiss "feminine issues" including mood swings, pain and low libido, symptoms commonly caused by PMS, perimenopause and menopause, and attributed to a "wandering womb," a theory debunked in the 18th century.
The campaign confronts the myths that have followed women's hormonal symptoms through PMS, perimenopause and menopause, while highlighting Swisse's approach to women's health and its wider commitment to education and wellbeing support.
The campaign directs people to wearehysterical.com.au, an information and advocacy hub where visitors can access research, information resources and clinical trial findings, and explore trials to join. The site draws on resources from organisations including Women's Mental Health Australia, Endometriosis Australia, Monash University's HER Centre, Jean Hailes and Ovum Health.
Swisse has also partnered with Endometriosis Australia to fund a scholarship program upskilling 100 nurses, and with Monash University's HER Centre, via One In Five Mental Health Charity, to fund a menopausal depression pilot trial and a fellowship for eating disorder research.
Stephanie Taylor, marketing director at Swisse Wellness, said the business had a responsibility to advocate for better health outcomes for women.
"As a leading Australian health business innovating in hormonal-related supplementation, Swisse has a responsibility to do our part in advocating for increased funding, research, education and better health outcomes that women and people with female reproductive systems deserve," Taylor said.
"This campaign was created by a group of women who have first-hand experience of women's health issues being difficult to navigate and diagnose.
"In the 12 months we developed this campaign, each of us has experienced women's health-related conditions including endometriosis-related diagnoses, surgeries and pregnancy loss, IVF journeys, IUD complications, unexplained pain, perimenopause and menopause symptoms, that have impacted our quality of life.
"This project has prompted difficult but critical conversations among us - we hope that We Are Hysterical encourages others to have these same discussions."
Bonny Dixon, group business director at Clemenger BBDO, said the campaign reflected a shared belief that creativity could help move important conversations forward.
"One of the things we're most proud of in our ongoing partnership with Swisse is the shared belief that creativity can do more than sell a product, it can help move important conversations forward," Dixon said.
"'We Are Hysterical is more than a campaign; it's a platform intended to keep growing through Swisse's owned channels, partnerships and future initiatives.
"The hope is that the conversation doesn't stop here, but continues to educate, challenge perceptions and inspire advocacy long into the future."
To bring the campaign to life, Swisse partnered with Australian actress Aisha Dee, who has been diagnosed with endometriosis and PMDD and says the experience made her want to raise awareness for other women.
"I believe the most radical thing we can do as women is reclaim our bodies. Vitality is our birthright and we deserve to have our pain taken seriously," Dee said.
"Partnering with Swisse on this campaign feels so beautifully aligned. I'm incredibly grateful to be a part of such a profound conversation.
"My hope is that by speaking my truth, I can inspire others to do the same, and that our collective voices will be the inspiration for change."
The campaign rolls out nationally across BVOD/SVOD, digital, social and OOH street posters, alongside a partnership with Shameless Media aimed at creating opportunities for women to gather in community settings and share information and advocacy opportunities.
The campaign highlights Swisse's Women's Health supplement range, which is designed to support symptoms across PMS, perimenopause and menopause, as well as fatigue, cognitive performance and vaginal health.
Swisse said it would continue to fund women's health research and develop supplements for women and people with female reproductive systems, using real-world studies, clinical trials and research.
Credits:
Creative agency: Clemenger BBDO
Production Company: The Producers
Director: Amber Mealing
Media Agency: PMG
PR Agency: AMPR
Client: Swisse Wellness
Swati Prasad, Managing Director, Swisse Wellness
Stephanie Taylor, Marketing Director, Swisse Wellness
Natasha McGill, Senior Manager, Marketing & Brand Strategy
Alice Murray, Senior Brand Manager
Noopur Powale, Brand Manager
Tash Matic, Campaign Manager
Daniella Sorace, Senior Manager, Communications
Helena Panopoulos, PR & Partnerships Manager
Laura Ogilvie, Social Content & Creative Manager
Emer Harrington, Senior Content Production Manager
Louise Rhodes, Design Manager
Grace Falvo, Designer, Digital UX & Consumer
Jayden Younger, Videographer
