In Australia, 1 in 7 girls, women, and those assigned female at birth are affected by endometriosis, a chronic condition, yet the condition remains widely misunderstood. On average, it takes 6.5 years from the onset of symptoms to receive a diagnosis, with even longer delays for those in regional and remote communities. Limited awareness, education, and access to resources create significant barriers, preventing many from receiving the support and treatment they need.
We were challenged to raise the Australian community’s awareness of endometriosis to drive conversation and engagement, empowering women 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.
HAVAS Red reconnected with Endometriosis Australia in 2023 (original project in 2017 generated historic funding for research and a commitment to develop the first national plan) refreshing the organisation’s logo, brand style guidelines and corporate partner offerings before driving a drumbeat of earned media heroing the stories of women living with endometriosis and the important research and community awareness work of Endometriosis Australia.
To address the challenge of delayed diagnosis and limited awareness of endometriosis, particularly for those in regional and rural areas HAVAS Red executed a strategic, multi-faceted media campaign to amplify Endometriosis Australia’s advocacy efforts driving national and ongoing conversations about the condition.
During Endometriosis Awareness Month – March 2024 – we announced the launch of the CHARLI Health app to reduce diagnosis delays and connect remote communities to specialists, while sharing personal stories of Australians impacted by endometriosis through targeted local media.
To further drive impact, we developed Australia’s first-ever national television campaign on endometriosis, challenging the misconception that debilitating period pain is normal and urging early diagnosis. The commercial ‘Take Your Life Off Hold’ was produced by our team from creative ideation to postproduction to highlight debilitating period pain that puts women’s lives on hold is ‘not normal’, and these symptoms could be endometriosis.
In addition, we announced Endometriosis Australia’s Endo Nurse Scholarship in partnership with the Australian College of Nurses, supporting the training of 100 specialist nurses to improve care in underserved communities.
By integrating advocacy with action, HAVAS Red amplified awareness, reinforced Endometriosis Australia’s leadership, and improved healthcare access for those who need it most.
500+ pieces of media coverage secured.
Estimated audience reach of 290,630,411.
Endometriosis Australia achieved ‘peak body’ status in 2024
5,449 CHARLI Health app downloads in 12months
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