Menopause is a universal life change that will impact half the population, yet it’s shrouded in shame and stigma, leaving women reluctant to talk about it, even with their doctors. As a result, women are often left with little to no support to help them navigate such a significant change in their lives.
Sinai Health Foundation delivers a very clear message to the world in its campaign, Hot and Bothered – it’s time to find answers about menopause. The campaign was developed with agency, Diamond.
The campaign’s hero commercial is a palpable experience of menopause and perimenopause – its challenges as well as the frustration of not knowing what is going on, alongside the lack of understanding and funding for these stages of life.
The campaign is also harnessing the power of high-impact, highly visible media featuring prominent Canadian figures, such as Jully Black to Amanda Brugel, to amplify the message that it’s time to be loud and heard. With the ambitious goal of raising $50 million, the campaign aims to create and establish the Centre for Mature Women’s Health at Mount Sinai Hospital.
“As long as menopause remains a taboo topic, women are less likely to receive the support and care needed through this often-challenging transition,” stated Lana Chen, vice president, integrated and brand marketing at Sinai Health Foundation. “The stigma around menopause has led to gaps in research, training and more broadly, women’s health. Sinai Health believes closing the gap is long overdue.”
The establishment of the Centre recognises that mature women’s health issues are woefully underrepresented in care and research, and must be addressed with stigma-free conversation and greater funding. The Centre will unite the menopause clinics in a single, one-stop shop to improve the patient experience and their access to care. It will double the number of patients treated and be a hub for research and education in women’s health.
“The Centre for Mature Women’s Health will be a big step forward in finding answers for a life change all women will experience,” Chen continued. “Sinai Health is answering the call but requires the support of Canadians to meet the urgent need for transformational menopause care, research and education to challenge women’s health inequities.”
The full campaign, running until December 31, supports the hero film with OOH and print, all of which point to the newly redesigned website, and a collaboration with Peace Collective on a limited-edition T-shirt. The t-shirt is available at the Sinai gift shop and online through Peace Collective with 100% of profits supporting the Centre for Mature Women’s Health.
“The opportunity to bring the conversation around menopause and perimenopause into the spotlight was an invigorating way to begin our partnership with Sinai Health Foundation,” stated Lori Davison, chief strategy officer, Diamond. “Women have been silenced for too long. It’s time to boldly, fiercely declare that women don’t need to feel sorry for being hot and bothered. They need to be heard and supported. Every element of this campaign was designed to do exactly that.”
Credits:
Client: Sinai Health Foundation
VP, Integrated & Brand Marketing: Lana Chen
Director, Integrated & Brand Marketing: Aiman Feza
Senior Manager, Direct Marketing: Shirley Sze
Development Officer, Direct Marketing: Gabriela Rivera
VP, Donor Experience & Communications: Lindsey Hodgson
Director, Brand Voice: Joanna Goldberg
Senior Writer: Emily Wiles
Senior Project Manager, Marketing: Anna Wilson
Senior Project Manager, Communications: Paula Kennedy
Agency: Diamond
Chief Creative Officer: Peter Ignazi
Managing Director: Lorri MacDonald
Executive Vice President, Client Partner: Rebecca Flaman
Chief Strategy Officer: Lori Davison
SVP Strategy: Sandra Moretti
Executive Creative Director: Dave Stevenson
Creative Director: Marianne Lau
Art Director: Kara Wark
Copywriter: Jess Schnurr
Junior Art Director: Bronwyn Tyndall
Production Design Director: Brenna Whyte
Senior Designer: Clarissa D’Costa
Intermediate Designer: Jenna Cronje
Intermediate Designer: Evelyn Wong
Group Account Director: Mathieu Khaled
Account Coordinator: Iain Morris
Diamond Influencer Team:
Director: Erin Voth
Sr Strategist: Jaime Nguyen
Jr Strategist: Maude Angers-Lessard
Director of Production: Mark Graham
Sr Producer: Sydney Weinstock
Sr Producer: Vinny Gill
Photography: Arthouse
Photographer: Caitlin Cronenberg
Executive Producer: Natalie Frenkel
Production Company: Animals
Director: Chelsea McMullan
Executive Producer: Chris Hutsul
Producer: Jackie de Niverville
Director of Photography: Shady Hanna
Editorial: Saints
Editor: Danica Pardo
Assistant Editor: Ashley Eichinger
Executive Producer: Emily McKay
Transfer & Online: Darling
Colourist: Patrick Samaniego
Online Artist: Alexa Salsberg
Executive Producer: Morgan Campbell
Music & Sound Design: Walker
Executive Producer: Stephanie Pigott
Mix Engineer: Ignacio Zas
PR: Agnostic
Retail & T-Shirt Design: Peace Collective
Media Agency: The Aber Group
CRM: JAM CRM
