Australian Government
Perimenopause affects millions of Australian women, yet remains one of the country's least understood health experiences. For many, symptoms arrive unexpectedly, often without the awareness or language needed to recognise what they're experiencing.
In 2026, the Australian Government launched the nation's first-ever perimenopause awareness campaign. Rather than simply educate, we dramatised the inner voice of women questioning unexplained changes in their bodies and minds.
Introducing, “Could This Be Perimenopause?” – a national campaign that turned private uncertainty into public recognition.
Directed by Fiona McGee, the campaign received widespread coverage, praised for its relatability and tone, as well as the positive impact it would have for Australian women.
The campaign was even featured on ABC’s popular panel show Gruen, praised for its tone, humour, and relatability.
Bespoke photography by Mia Mala McDonald was crafted for print assets, discussing both Perimenopause and Menopause alike.