Women’s health issues. Well, at least we understand them a tad better. Hysteria is no longer used as a diagnosis to dismiss “feminine issues” including mood swings, pain, low libido (and other symptoms commonly caused by PMS, perimenopause and menopause), attributed to our wombs roaming around our bodies.

But don’t think that’s a win. Historically mislabelled, misunderstood, misdiagnosed and underfunded, women’s health issues a still inadequately understood. And that’s helped by the fact that in Australia only 3% of medical research funding has gone to them.

Clemenger BBDO and vitamin brand, Swisse, have set out to improve the significant gap in awareness, investment and understanding, by reshaping conversations around women’s health.

The platform for the campaign is centred around the definition of Hysteria. The campaign redefines the term, confronting the myths that have followed women’s hormonal symptoms through every life stage, while highlighting Swisse’s science-based approach to women’s health and broader commitment to education and wellbeing support.

“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,” stated Stephanie Taylor, marketing director at Swisse Wellness.

“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 significantly 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.”

The campaign film uses subtle humour to engage and historical truths to compel. It stars Australian actress, Aisha Dee, whose own health journey has made her a passionate advocate for greater awareness and understanding.

The campaign creative leads people to wearehysterical.com.au, an information and advocacy hub where those who want to get Hysterical for Women’s Health can access trusted research, info resources and current clinical trial findings and explore research trials to join. The website, designed to bridge the knowledge gap and turn information into advocacy, draws on credible resources from organisations including Women’s Mental Health Australia, Endometriosis Australia, Monash University HER Centre for research, Jean Hailes and Ovum Health.

In support of women’s health research, Swisse has also partnered with Endometriosis Australia to fund and meet their goal of upskilling 100 nurses in an Endometriosis  Nurse Scholarship Program and Monash University’s HER Centre via One In Five Mental Health Charity to contribute research funding for a Menopausal Depression Pilot Trial and Fellowship for Eating Disorder Research.

“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. 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,” commented Bonny Dixon, group business director at Clemenger BBDO.

The campaign is running across Australia covering BVOD/SVOD, digital, social and out-of- home street posters with statistically driven data putting women’s health front and centre, alongside a strategic partnership with Shameless Media which will endeavour to create opportunities for women to gather in community-style settings and share information and advocacy opportunities.

It highlights a science-backed Women’s Health supplement range, tailored to support the many symptoms women experience across PMS, perimenopause and menopause as well as support for fatigue, cognitive performance and vaginal health.

Credits:

Creative Agency: Clemenger BBDO
Production Company: The Producers
Director: Amber Mealing

Media Agency: PMG
PR Agency: AMPR

Client: Swisse Wellness
Managing Directors: Swati Prasad & Stephanie Taylor
Senior Manager, Marketing & Brand Strategy: Natasha McGill
Senior Brand Manager: Alice Murray
Brand Manager: Noopur Powale
Campaign Manager: Tash Matic
Senior Manager, Communications: Daniella Sorace
PR & Partnerships Manager: Helena Panopoulos
Social Content & Creative Manager: Laura Ogilvie
Senior Content Production Manager: Emer Harrington
Design Manager: Louise Rhodes
Designer, Digital UX & Consumer: Grace Falvo

Videographer: Jayden Younger