Ogilvy fronts Australia’s menopause awareness push

The campaign uses the “inner voice” of women experiencing symptoms to challenge misconceptions

The Australian Government has launched its first national awareness campaign focused on perimenopause and menopause, with creative developed by Ogilvy to address stigma and improve access to information and support services.

The campaign, titled Could This Be Perimenopause?, aims to increase understanding of symptoms associated with the life stage, including sleep disturbance, brain fog, anxiety, fatigue and sudden sweats.

Campaign focuses on awareness and support

Developed for the Department of Health, Disability and Ageing, the campaign uses the “inner voice” of women experiencing symptoms to challenge misconceptions and encourage people to seek information and support.

The campaign has launched nationallly across television, broadcast video on demand, out-of-home, social, audio, digital and search platforms, alongside integrated partnership channels.

It also includes an information hub hosted by the Department of Health, Disability and Ageing featuring evidence-based resources, treatment information and support services.

Ogilvy develops creative platform

Fran Clayton, Chief Strategy Officer at Ogilvy: “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.”

Fran Clayton: “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.”

Fran Clayton: “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.”

Campaign runs through 2026

The initiative primarily targets women aged 35 to 55, while also aiming to increase awareness among younger women, healthcare professionals and wider support networks.

The campaign is scheduled to run until the end of 2026 and forms part of a broader communications programme developed by the Department of Health, Disability and Ageing with agency partners including Fiftyfive5, Universal McCann, Fenton, Cultural Perspectives, Carbon and Hall and Partners.

Ogilvy developed the creative platform as part of the wider government-led awareness initiative around perimenopause and menopause.

www.dfat.gov.au

www.health.gov.au

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