Its first national television campaign.
Endometriosis Australia has launched its first television commercial, raising awareness about period pain and endometriosis.
The 'Take Your Life Off Hold' campaign is designed to highlight debilitating period pain that puts women's lives on hold is 'not normal', and these symptoms could be endometriosis.
The TVC will run on Southern Cross Austereo (SCA) regional stations across the nation and is part of SCA’s Embrace two-year partnership with Endometriosis Australia.
Developed by integrated communications agency, HAVAS Red, the campaign confronts society's tendency to trivialise period pain and the frustration it causes. It empowers women to take their pain seriously, to seek help, and regain control of their lives.
Endometriosis Australia chair Monica Forlano said there is still an average six-and-a-half-year delay between the onset of symptoms and diagnosis of endometriosis in Australia.
"And this delay is often longer for those living in regional communities. As someone who has experienced the devastating symptoms for over 19 years before finally getting an endometriosis diagnosis, the 'Take Your Life Off Hold' campaign is close to my heart," she said.
"We hope this TVC will increase awareness of endometriosis across regional Australia, empower patients to advocate for their health needs, learn more, and contribute to Endometriosis Australia's mission of making endometriosis widely recognised, promptly diagnosed, and effectively treated."
The campaign features Isabelle Nader, who was diagnosed with endometriosis in 2022 after enduring years of excruciating period pain.
Nader said being part of this TVC proved to her that everyone is on this journey together.
"It means that I'm not alone in my suffering and that we are breaking down a barrier of taboo by talking about endometriosis and period pain. Finally, it affirms I should be taken seriously when I say, 'I cannot move because of my period'," Nader said.
The TCV will follow the recent out-of-home (OOH) advertising campaign - 'It’s not just period pain, it could be endometriosis' - donated by Ryval Media and playing on SCA radio since March of this year.
Southern Cross Austereo CEO John Kelly said SCA is delighted to announce the next step in its partnership with Endometriosis Australia through the SCA Embrace program, with the extension of its Community Service Announcements to television.
"The new TVC will air across SCA’s 34 Regional TV channels, in conjunction with our new radio campaign spanning both Metro and Regional Stations & LiSTNR with the potential to reach more than 95% of the Australian population," he said.
Ryval Medi GM Bianca Falloon said the agency is proud to have supported Endometriosis Australia to drive awareness, advocacy and educate Australians through Endometriosis Awareness month in March and beyond.
"Through strategic placements in high traffic areas and compelling real-life visuals and messaging, we want to continue to amplify this important message for those impacted by endometriosis and for those who want to learn more," she said.
HAVAS Red managing partner, health and wellness Nicole Phillips said back in 2017, the agency first supported Endometriosis awareness through a PR and government relations campaign.
"That generated historic funding for research into the disease and a commitment to develop the first national plan to tackle it. We reconnected with Endometriosis Australia last year, our Host HAVAS team refreshed Endometriosis Australia's logo and brand style guidelines," Phillips said.
"Our activation and production team at HAVAS Blvd produced the upcoming TVC campaign from creative ideation to postproduction. HAVAS Red continues to support the organisation with a drumbeat of earned media, heroing the stories of women living with endometriosis and the important work Endometriosis Australia is doing in research and community awareness."
Forlano said a small charity organisation, Endometriosis Australia would like to thank its partners who have allowed it to share the important message to Australia.
"And to the estimated 1 in 7 girls, women and those presumed female at birth, who live or will be diagnosed with endometriosis in their life."
Credits:
Board Chair and Executive Producer – Monica Forlano
PR and Creative agency: HAVAS Red
Production Company - HAVAS BVLD
Managing Partner Health: Nicole Phillips
Senior Account Director/Producer/Art Director- Rachel Leech
Creative Lead - Tom Manning
DOP – Callum Leaky
1st AC – Brian Baker
Assistant Producer - Mimi Sillar
Sound – Tom Cutting
Hair & Makeup – Yolanda Lukowski
Photography – Hettie Headford
Postproduction:
Editor – Beau Simmons
Colour grade - Marcus Timpson
Sound Engineer
Design: MassiveMusic
