Empowering Women: Endometriosis Australia's Groundbreaking TV Campaign

Endometriosis Australia is taking a significant step forward in raising awareness about the debilitating condition of endometriosis. The organization is launching its first-ever television commercial on July 15th, aiming to shed light on the often-overlooked issue of period pain and its potential connection to endometriosis. Developed by the integrated communications agency HAVAS Red, the 'Take Your Life Off Hold' TVC is designed to challenge the societal tendency to trivialize period pain and empower women to seek the help they need.

Shattering the Silence: Endometriosis Australia's Mission

Bridging the Diagnosis Gap

The campaign comes at a critical time, as there is still an average six-and-a-half-year delay between the onset of endometriosis symptoms and diagnosis in Australia. This delay is often even longer for those living in regional communities. Endometriosis Australia's chair, Monica Forlano, who has personally experienced the devastating effects of the condition for over 19 years before receiving a diagnosis, is passionate about addressing this issue. The 'Take Your Life Off Hold' campaign is a testament to her commitment to making endometriosis widely recognized, promptly diagnosed, and effectively treated.

Empowering Patients to Advocate for Their Health

The TVC aims to empower women to take their pain seriously and seek the medical attention they deserve. By confronting the societal tendency to dismiss period pain as "normal," the campaign encourages women to advocate for their health needs, learn more about endometriosis, and contribute to Endometriosis Australia's mission of raising awareness and improving access to effective treatment.

Amplifying Voices and Experiences

The TVC features the story of Isabelle Nader, who was diagnosed with endometriosis in 2022 after years of enduring excruciating period pain. Nader's participation in the campaign serves as a powerful testament to the shared experiences of those living with endometriosis. By sharing her story, Nader hopes to break down the taboo surrounding endometriosis and period pain, and to affirm that women should be taken seriously when they express the severity of their symptoms.

Expanding Reach through Partnerships

The upcoming TVC is part of a broader campaign that includes an out-of-home (OOH) advertising initiative launched earlier this year. The OOH campaign, "It's not just period pain, it could be endometriosis," has already had a significant impact, with traffic to Endometriosis Australia's website doubling in the four months since its launch.The TVC will air across Southern Cross Austereo's (SCA) 34 Regional TV channels, complementing a new radio campaign that will span both Metro and Regional Stations, as well as the LiSTNR platform. This partnership with SCA's Embrace program has the potential to reach more than 95% of the Australian population, further amplifying the campaign's reach and impact.

Collaborative Efforts for Meaningful Change

The success of this campaign is the result of a collaborative effort between Endometriosis Australia and its partners. HAVAS Red, the PR and creative agency, has been a long-standing supporter of the organization, having previously worked on a campaign that generated historic funding for endometriosis research and the development of the first national plan to address the condition.The production of the TVC was a team effort, with HAVAS Blvd handling the creative ideation and post-production, and Marquee providing support with the delivery of the campaign assets. Ryval Media, the out-of-home advertising partner, has also played a crucial role in driving awareness and advocacy through strategic placements and compelling visuals.As a small charity organization, Endometriosis Australia is grateful for the support of its partners, who have enabled the organization to share its important message with the Australian public and the estimated 1 in 7 girls, women, and those presumed female at birth who live with or will be diagnosed with endometriosis.