News.com.au has launched Fire Up with Priceline Pharmacy, a national campaign calling for urgent reforms to better support women through menopause.
The four-week editorially led campaign will unpack critical, often overlooked topics and shine a spotlight on how perimenopause and menopause impact every aspect of a woman’s life – from physical health and relationships to the workplace and beyond.
The campaign will come to life through compelling written, video, and audio storytelling showcasing highly personal stories and featuring interviews with leading experts.
News.com.au editor Kerry Warren said: “Menopause affects more than half of the population, yet too many women are left navigating a healthcare system that is confusing, inconsistent, and often inaccessible. We’re determined to change that. Fire Up is about breaking the silence, demanding better care, and giving every woman the support she deserves, so no one is left to suffer in silence.”
Targeting all Australians, ‘Fire Up’ focuses on sparking conversations, guiding people to their GP or a menopause trained community pharmacist for support, and urging national reforms to better use our healthcare system.
Reporting is informed by a December 2025 survey of more than 2,000 Australians, which found that nearly 37 per cent of respondents had little or no knowledge of perimenopause and menopause. This number jumps to 62 per cent among those under the age of 40.
Recent YouGov research commissioned by Priceline Pharmacy reveals the absurdity of this knowledge gap: nearly 1.2 million Australian women report knowing more about how to change a car tyre than they do about menopause.
Wesfarmers health general manager marketing Corrina Brazel said: “Priceline Pharmacy is proud to partner with News Australia to bring menopause into mainstream health conversations. Our Australian‑first Anything Menopause program, delivered with Jean Hailes for Women’s Health, has trained more than 3,500 pharmacists and pharmacy assistants nationwide. Customers tell us the informed advice in store and the resources on our online menopause hub are invaluable. This partnership builds on those foundations and marks a significant step for menopause advocacy in Australia, ensuring women can access reliable information, support and care when they need it.”
The Fire Up campaign is led by news.com.au with the support of Body+Soul, Vogue Australia and News Australia’s State & Community mastheads including The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser.
A consumer marketing campaign will support Fire Up, with promotion across digital, print and social channels throughout the campaign.
