Advertising for women’s health: breaking taboos and driving change

By: Dr Stephanie Goley

Advertising has long played a role in shaping public perceptions, but in recent years, it has become a powerful tool for driving change in women’s health. From breaking taboos around menstruation to addressing menopause with honesty and empathy, brands are using their platforms to challenge stigma, educate, and empower women. This article explores some of the most impactful advertising campaigns in three key areas: menstrual health, reproductive health, and menopause.

Menstrual Health: breaking the silence and normalising periods

Historically, advertising has had a role in perpetuating menstrual stigma by depicting menstruation as a problem requiring concealment and secrecy. Early ads for menstrual products, such as those from Kotex in the early 20th century, used coded language like "feminine hygiene" and emphasised discretion. The use of blue liquid instead of red in ads reinforced the notion that menstruation was something to be hidden rather than normalised. However, a new wave of campaigns is changing the narrative, making periods visible and encouraging open conversations. Some examples include:

Bodyform/Libresse – #WombStories (2020)

This groundbreaking campaign challenged the limited and sanitised portrayal of menstruation in the media. By combining animation and live-action storytelling, it showcased the complex relationship women have with their reproductive health, including period pain, endometriosis, pregnancy, miscarriage, and menopause. By giving a voice to these experiences, #WombStories helped destigmatise conversations around menstrual health.

Thinx Period-Proof underwear - GetBodyWise (2024)

Thinx disrupted the menstrual care industry by openly discussing period stigma and using real, diverse models in its ads. The brand’s campaigns featured images of people bleeding through their underwear and normalised the discussion of periods in a way that felt empowering rather than embarrassing. Their messaging reinforces that periods are a normal, healthy part of life. In 2024, Thinx went even further by launching their GetBodyWise initiative, which aims to challenge misinformation and societal discomfort around menstruation and menopause. The campaign combines educational resources with AI-driven visuals to highlight biases in how women’s health is represented, aiming to foster more open conversations. Through the GetBodyWise.com platform, Thinx provides expert videos, interactive activities, and accessible content designed to improve body literacy across all life stages. 

Advertising has made significant strides in destigmatising menstruation, moving beyond euphemisms and secrecy toward realism, diverse representation, and empowerment. But there’s still room to grow. Future campaigns should further expand inclusivity by acknowledging the full spectrum of menstrual experiences, from conditions like PCOS and endometriosis to variations in cycle regularity.

Accessibility is also key. Brands can lead the way by developing and promoting adaptive period products for individuals with disabilities, incorporating ergonomic designs and easy-to-use packaging. Gender-neutral branding can help trans and non-binary individuals feel more comfortable purchasing menstrual products, while campaigns should also address economic barriers, advocating for menstrual equity and ensuring affordability remains a priority.

Reproductive health: empowerment through information

Reproductive health covers a wide spectrum, encompassing everything from fertility to maternal care. Historically, advertising has framed reproductive health through the lens of societal norms, often prioritising family structures over individual autonomy. Early birth control ads, for instance, positioned contraception as a responsible choice for married women, reinforcing the idea that reproductive decisions should serve husbands and families rather than personal agency. Pregnancy and maternal care marketing has similarly leaned into traditional gender roles, celebrating motherhood while sidelining conversations about infertility, miscarriage, or reproductive choice. Over time, advertising has started to evolve to include more diverse narratives, gradually shifting toward a more inclusive and empowering representation of reproductive health. Some of these campaigns include: 

Plan International – Girls Get Equal (2019)

This global campaign tackled gender equality, with a strong focus on access to reproductive healthcare. By highlighting issues like period poverty, child marriage, and contraceptive access, Plan International used digital storytelling and activism to push for systemic change in women’s health.

Hertility – The Mother of All Movements (2022)

Hertility's "The Mother of All Movements" campaign made a significant impact in raising awareness about women's reproductive health. Launched in 2022, the campaign featured over 350 billboards across London with bold messages like "Public Cervix Announcement" and "You’re not ovary-acting." This bold, witty messaging made fertility awareness less intimidating and more accessible, positioning reproductive health as something women can actively manage rather than react to. The campaign’s emphasis on early testing, education, and options beyond conventional family planning helped dismantle the notion that fertility is something women should only consider when trying to conceive. Instead, it encouraged them to seek knowledge on their own terms, giving them greater autonomy over decisions about their bodies, timelines, and future possibilities.

Maxwellia  - Lovima Launch (2021)

As one of the first contraceptive pills available without a doctor’s prescription in the UK, Lovima’s launch set out to empower women to take control of their reproductive choices. At 11 London, we were thrilled to work on this groundbreaking campaign, helping to shape a bold, unapologetic approach that challenged outdated perceptions of contraception. Using provocative calls to action such as “Be the CEO of You” and “The Wait is Over,” we created a disruptive social media campaign that positioned Lovima as a pioneering and empowering choice in reproductive health. Through bold creative and strategic messaging, this campaign successfully destigmatised contraception and championed bodily autonomy—a mission we were proud to bring to life.

Carling Black Label – #NoExcuse (2018, South Africa)

While not a traditional reproductive health campaign, #NoExcuse raised awareness about gender-based violence, a critical issue tied to women’s sexual and reproductive rights. The #NoExcuse campaign addresses the surge in domestic abuse following major football matches by mobilising men to take an active role in protecting women. By raising awareness, sparking conversations, and offering practical tools for intervention, the campaign challenges harmful behaviours linked to high tension and alcohol consumption. Its success lies in shifting the focus from victims to male accountability, encouraging men to recognise their role in preventing violence rather than remaining bystanders. By engaging men in the conversation, the campaign addressed the societal norms that contribute to violence against women, advocating for safer environments where women can exercise control over their bodies and ultimately their reproductive choices.

In these examples, we can see that advertising has made reproductive health a more open and accepted topic, shifting from avoidance to active conversation. The best campaigns have been unapologetically bold, tackling difficult subjects like female anatomy, reproductive rights, and violence against women. To continue this progress, brands should deepen partnerships with advocacy organisations and policymakers to push for tangible improvements in healthcare accessibility, reproductive education, and violence prevention. 

Menopause: addressing the unspoken transition

Menopause, the natural cessation of menstruation, marks a critical yet frequently neglected phase in reproductive health. Typically occurring in one’s 40s or 50s, menopause is characterised by declining oestrogen levels, leading to symptoms such as hot flushes, sleep disturbances, and mood swings. However, every woman’s experience is different. Despite affecting half the population, menopause has been historically understudied, underdiagnosed, and underrepresented in advertising and media.

This lack of attention has contributed to widespread misinformation and stigma, shaping how menopause is perceived both medically and culturally. As a result, advertising for menopausal health products has traditionally reinforced negative stereotypes about ageing, portraying menopause as a loss of youth and vitality rather than a natural transition. Recently, campaigns have started to tackle menopause with honesty, humour, and empathy. Some successful campaigns include: 

TENA – #LastLonelyMenopause (2023)

TENA, a brand known for incontinence products, launched the #LastLonelyMenopause campaign to shed light on the emotional and social isolation many women experience during menopause. By openly depicting real-life symptoms like brain fog, mood swings, and hot flushes, the campaign challenged stigma and encouraged honest conversations about this often-overlooked life stage. Beyond raising awareness, it also aimed to make menopause a less isolating experience by fostering intergenerational dialogue and advocating for more authentic representation of ageing women in advertising.

Women in Sport – #Menopossibilities x Getty Images - Disrupt Aging (2021)

The #Menopossibilities campaign, launched by Women in Sport in partnership with Getty Images’ Disrupt Aging initiative, challenges outdated perceptions of menopause by celebrating the strength, joy, and empowerment women can experience through physical activity. As part of Disrupt Aging, which aims to reshape how older adults are represented in media, the campaign features a curated collection of images and short films that authentically depict women embracing sports and exercise. By highlighting the sense of community, friendship, and adventure that comes with staying active, #Menopossibilities works to break down menopause-related stigma and encourage greater inclusivity in sports. Through real-life stories and positive, dynamic visuals, the campaign not only inspires more women to remain active but also pushes for broader, more representative portrayals of midlife in advertising and media.

These campaigns have started to shift the narrative from embarrassment and discomfort to empowerment and community support. However, there is still more that advertising could do to shift the broader cultural notions in attitudes toward aging and reproductive transitions, such as challenging deeply ingrained ageism, expanding representation, and advocating for policy and workplace changes that support menopausal individuals. Rather than presenting menopause as just another wellness market to be tapped, brands could work with activists, educators, and healthcare professionals to help shift public perceptions about aging, reproductive health, and gendered expectations.

The future of advertising in women’s health

As advertising continues to evolve in the field of women’s health, brands have an opportunity to build on what works and drive even greater impact. Moving forward, authenticity and inclusivity should remain at the core of health campaigns. Women’s health experiences are diverse, spanning different ages, cultural backgrounds, and socioeconomic statuses. Advertisers must ensure that their messaging reflects this diversity, avoiding one-size-fits-all narratives.

Additionally, leveraging digital platforms and technology can help brands engage women in more personalised and interactive ways. Social media, influencer partnerships, and community-driven campaigns can create spaces for open discussions about health topics that were once considered taboo. Brands should also invest in educational content that empowers women to make informed health decisions, using advertising as a vehicle for awareness rather than just product promotion.

Lastly, collaboration with healthcare professionals, advocacy groups, and policymakers can strengthen the credibility of campaigns and drive systemic change. By working together, brands and health organisations can amplify important messages and ensure that advertising not only sells products but also contributes to meaningful improvements in women’s health and well-being.

Women’s health has long been overlooked, misrepresented, or stigmatised in advertising, but the past decade has seen a major shift. By embracing honesty, empowerment, and inclusivity, these campaigns have helped to educate the public, challenge outdated norms, and provide women with the information and confidence to take charge of their health. While there is still progress to be made, these ads prove that when brands use their platforms for good, they can be a powerful force in advancing women’s health and well-being.