Endometriosis Australia has launched its first TVC campaign, Take Your Life Off Hold, via Havas’ integrated communications agency, Havas Red.
The campaign aims to raise awareness about the debilitating effects of period pain and the importance of not dismissing such symptoms as ‘normal’ when they could be indicators of underlying endometriosis. It hopes not only challenge this normalisation, but encourage women to seek diagnosis, support and treatment.
“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,” said the chair of Endometriosis Australia, Monica Forlano.
“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.
“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.”
“Back in 2017 we 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,” explained managing partner of health and wellness at HAVAS Red, Nicole Phillips.
“We reconnected with Endometriosis Australia last year, our Host HAVAS team refreshed Endometriosis Australia’s logo and brand style guidelines. 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.”
Take Your Life Off Hold will air nationwide across Southern Cross Austereo’s (SCA) regional stations as part a two-year partnership with Endometriosis Australia through the broadcaster‘s charity program, SCA Embrace.
“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 and LiSTNR with the potential to reach more than 95% of the Australian population,” added SCA CEO, John Kelly.
The TVC follows the national charity‘s recent OOH effort, It’s not just period pain, it could be endometriosis, which was donated by independent marcomm agency Ryvalmedia and has been broadcast on SCA radio since March. Traffic to the Endometriosis Australia website has doubled since the campaign launch.
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,” said Ryvalmedia general manager, Bianca Falloon.
In March, News Corp’s news.com.au launched its About Bloody Time campaign, a week-long editorial push for longer, Medicare-funded consultations for endometriosis diagnosis and treatment.
The work follows Havas Red’ June launch of an AI proposition in response to the slew of automation technologies emerging in the creative industry, ‘Agency Intelligence: Intelligent Strategy, Ideas, and People.’
See also: Havas Red launches AI proposition: ‘Agency Intelligence’
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 and makeup: Yolanda Lukowski
Photography: Hettie Headford
Post production:
Editor: Beau Simmons
Colour grade: Marcus Timpson
Sound Engineer: MassiveMusic
Design: MassiveMusic