Through its consumer-facing brand, WOMEN | Bayer, and in partnership with VML Health, the company’s campaign, “Anything but Normal”, challenges the ingrained conditioning around what’s considered “normal” in women’s health.
Over 1.5 billion women worldwide, almost 1 in 2, experience women’s health issues. From menstrual pain affecting up to 93% of women, to debilitating menopausal symptoms such as hot flashes (up to 80%) and sleep disturbance (up to 69%), and the constant fear of an unintended pregnancy, too many women are told to “get on with it,” with concerns often brushed off as “normal.”
WOMEN | Bayer’s message is simple: if it’s holding you back, it’s anything but normal. The campaign illuminates the truth about what “normal” really means in women’s health, helping women to create a life without health compromises. An emotive film and frankly written website empower women to question what they’ve been taught, confront what they’ve accepted, and reclaim the moments they’ve missed.
The launch film follows the stories of five women experiencing five common issues impacting women’s health: menstrual abdominal pain, unwanted pregnancy, heavy menstrual bleeding, perimenopause, and menopause. The campaign demonstrates how data and real‑world insight can be translated into an emotionally resonant platform that is firmly grounded in science. The film and website are supported by a mix of social and paid media as part of a WPP integrated solution.
Despite women making up more than half of the world’s population, the field of women’s health research and innovation remains underrepresented, and women spend significantly more of their lives in ill health than men. Against this backdrop, the “Anything but Normal” campaign gives women permission to challenge symptoms they’ve been conditioned to accept as “normal,” and the power to recognize that these can be changed. It invites action: to look again and question “normal,” to share their story, and to speak to a healthcare professional and seek support. For healthcare professionals, it encourages them to take the same second look and ask what sits behind “I’m fine.”
The scale of the challenge in women’s health
- Over 1.5 billion women worldwide, that’s almost 1-in-2, experience women’s health issues,1 yet too many accept this suffering as normal without realising its impact on their daily lives.
- Heavy menstrual bleeding affects 1 in 3 women at some point in their lives. But many have never discussed it with their doctor.2
- Around 20% of girls miss school or university because of period pain, which can also affect relationships, functioning and productivity.3
- Nearly half of all pregnancies, almost 121 million each year, are unintended.4
- Almost 80% of perimenopausal women report lower sexual desire,5 that can impact their relationships and self-esteem.6
- Many women experience debilitating menopausal symptoms, such as hot flashes, night sweats and sleep disturbance.7-10 More than 50% of menopausal women globally* are left to endure their symptoms.11-13
Claire Gillis, CEO, VML Health, comments:
“Bayer’s 100-year heritage in women’s health provided a wealth of data to deliver the messages and information within this campaign which I know will resonate with women around the world. Many of the health conditions women live with are anything but normal – or acceptable. This work is also about supporting healthcare professionals with insight and language that make it easier to look beyond ‘I’m fine.’ We are privileged to partner with WOMEN | Bayer as we join forces in this journey of empowerment, demonstrating that great communication doesn’t just inform, it reauthorizes behaviour and helps women reclaim their health.”
Source: VML Health
MOVEMENT TO IMPROVE WOMEN’S HEALTH CHALLENGES DECADES OF ‘NORMAL’ added by newsroom on
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