Swisse has launched ‘HYSTERIA’, a new integrated campaign developed with Clemenger BBDO, aiming to encourage advocacy and honest dialogue around women’s health issues that have historically been mislabelled, misunderstood, misdiagnosed and underfunded.

The campaign insight is underpinned by the statistic that in Australia only 3% of medical research funding has gone to women’s health issues, highlighting an enduring and systemic challenge: a significant gap in awareness, investment and understanding that Swisse believes demands greater attention.

The platform for the campaign is centred around the definition of ‘Hysteria’, deriving from ‘hystera’, the Greek word for uterus. For centuries, the term was used to dismiss ‘feminine issues’ including mood swings, pain, low libido (and other symptoms commonly caused by PMS, perimenopause and menopause), all attributed to a so-called ‘wandering womb’ a theory debunked in the 18th century.

Anchored in redefining the word HYSTERIA, the campaign confronts the myths that have followed women’s hormonal symptoms through every life stage including PMS, perimenopause and menopause, while highlighting Swisse’s science-based approach to women’s health and broader commitment to education and wellbeing support.

Creative points to a CTA to visit 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. Designed to bridge the knowledge gap and turn information into advocacy, the website 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 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.

“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,” said 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,” said Taylor.

“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,” said Bonny Dixon, Group Business Director at Clemenger BBDO.

To bring the campaign to life, Swisse partnered with Australian actress Aisha Dee, whose own health journey has made her a passionate advocate for greater awareness and understanding. Recently diagnosed with endometriosis and PMOS, Dee felt a strong personal connection and genuine advocacy for the cause, compelling her to join the initiative. Dee is raising her voice to turn her own experience into a source of strength for women across Australia, so they never have to face it alone.

“I believe the most radical thing we can do as women is reclaim our bodies. Vitality is our birthright and we deserve to have our pain taken seriously. Partnering with Swisse on this campaign feels so beautifully aligned. I’m incredibly grateful to be a part of such a profound conversation. My hope is that by speaking my truth, I can inspire others to do the same, and that our collective voices will be the inspiration for change,” said Dee.

The national campaign rolls out across 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.

This campaign 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.

Swisse will continue to fund women’s health research and create tailored support supplements for Women and people with female reproductive systems, using Real World Studies, clinical trials and credible research.

To get hysterical and advocate for women’s health initiatives, visit wearehysterical.com.au.