Swisse reclaims 'hysteria' in bold Clemenger BBDO campaign

It's one of medicine's stranger footnotes: the vibrator was popularised in doctors' offices before it ever reached bedside tables.

In the late 1800s, physicians used electromechanical vibrators to treat so-called "hysteria", a catch-all diagnosis that conveniently blamed women's bodies for symptoms nobody bothered to properly investigate.

Rightly, that treatment is now consigned to history. The problem is, much of the conversation around women's health isn't.

Enter Swisse, whose latest campaign argues that while medicine has moved on, the way society responds to women's pain hasn't always kept pace.

The campaign reclaims the word "hysteria", derived from the Greek word hystera meaning uterus, after centuries of the term being used to dismiss women's pain and hormonal health concerns.

Creative directs audiences to wearehysterical.com.au, an information hub featuring research, educational resources, clinical trial information and advocacy opportunities. The platform also draws on expertise from organisations including Women's Mental Health Australia, Endometriosis Australia, Monash University's HER Centre, Jean Hailes and Ovum Health.

As part of the initiative, Swisse has partnered with Endometriosis Australia and Monash University's HER Centre to support nurse education and women's health research.

Stephanie Taylor, Marketing Director at Swisse Wellness, said the campaign reflected the brand's responsibility to advocate for better outcomes.

"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."

She added:

"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."

Creativity with a purpose

Clemenger BBDO Group Business Director Bonny Dixon said the campaign was intended to extend beyond advertising.

"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".

Australian actor Aisha Dee fronts the campaign after recently being diagnosed with endometriosis and PCOS, with Swisse saying her own health journey made her a natural advocate for the initiative.

"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.

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National rollout

The campaign is rolling out nationally across BVOD, SVOD, digital, social and out-of-home, alongside a partnership with Shameless Media designed to create community events focused on women's health education and advocacy. It also supports Swisse's women's health supplement range across PMS, perimenopause, menopause, fatigue, cognitive performance and vaginal health.