As part of a push to de-stigmatise, normalise and provide resources about the often-disruptive symptoms of perimenopause and menopause, the Australian Government has launched a new awareness campaign with creative developed by 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 with creative developed by Ogilvy, and will be seen from this week nationally across TV, BVOD, OOH, social, audio, digital, Google search and integrated partnership channels. It also includes a new campaign website featuring support services and information.
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,” she 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.”
Primarily targeting women aged 35–55 to help them make sense of the physical and emotional changes they may be experiencing, the campaign also aims to build awareness among younger women, health professionals and support networks. It will run until the end of 2026.
The Ogilvy-developed creative platform will also connect with a broader, collaborative communications program around perimenopause and menopause awareness developed by the Department of Health, Disability and Ageing in partnership with its agency village including Fiftyfive5, Universal McCann, Fenton, Cultural Perspectives, Carbon, Hall and Partners.
Credits:
Strategy, creative, website design: Ogilvy Australia
Agency Production: WPP Production
Production Company: Revolver
Director: Fiona McGee
Post-Production: The Editors
Sound: WPP Production
