Poem has partnered with Blackmores to launch an integrated campaign, ‘UNSEALED’, a new women’s health campaign brought to life as a limited edition print magazine and a new online dedicated Women’s Health Hub.
‘UNSEALED’ is inspired by the nostalgic sealed sections of 2000s women’s magazines, a rite of passage for a generation of Aussie women: part advice column, part health education, part secret source of answers to the questions you didn’t know how to ask.
Blackmores has responded to a new reality in women’s health and to what Aussie women need now. It is a symbolic representation of the information landscape of the early 2000s and today. While the original ‘sealed section’ offered young women a trusted source to find answers before the internet. ‘UNSEALED’ has reimagined that role in an era of algorithms, AI, social media, and an overwhelming volume of health information.
Blackmores partnered with editor Justine Cullen, former editor-in-chief of ELLE Australia and InStyle, who began her career writing the original ‘sealed sections’ for Dolly and Girlfriend. Cullen has just today(!) joined Traveller as its editorial and strategy director. The publication takes a holistic view of women’s health, covering everything from symptoms and life stages to generational knowledge gaps and the tension between wellness ideals and everyday life.
The campaign is underpinned by findings from commissioned research by Lonergan Research, which reflects health topics, questions, and conversations that matter most to Australian women. Research revealed 93 per cent of Australian women said they wish there were a single trusted destination combining expert guidance with the lived experiences of real women.
More than three-quarters (78 per cent) said it is harder than ever to know which women’s health advice to trust, while 81 per cent felt they were expected to figure out too much about their health on their own.
The campaign aimed to draw upon nostalgia and deliberately reclaim an editorial approach to help women connect the dots.
Blackmores has extended its one-off magazine into an ongoing online destination for women’s health information, with the creation of a dedicated Women’s Health Hub.
The campaign was brought into the real world with an activation at Haven Cafe in Barangaroo. Justine Cullen hosted a panel discussion alongside Alison Brahe-Daddo, Katie Lolas, and Belinda Reynolds. Guests and the public were treated to a complimentary coffee and copy of the limited-edition magazine.
“Blackmores’ UNSEALED campaign embodies Blackmores’ core belief that no woman should have to navigate her changing health needs alone or in silence. By breaking down complex health advice into open, evidence-backed conversations, UNSEALED cuts through the noise of modern life to replace overwhelm with understanding. It reinforces Blackmores’ ongoing commitment to supporting women at every life stage with credible, trusted information, to help women make confident, educated decisions about their health,” said Blackmores head of marketing ANZ Juliet Glynn.
“The idea came from recognising that for a generation of Australian women, magazines were a trusted destination for navigating the questions you didn’t always feel comfortable asking. You could pick up a magazine, turn to the sealed section and find advice, reassurance, and stories that made you feel a little less alone,” said Poem group account director Erica Llorico.
