New TV ad campaign hails perimenopausal women as warriors

FemTech company, Forth have launched a new TV campaign to support the launch of MyFORM®, a ground-breaking female hormone mapping blood test

The ‘Warrior’ campaign, which launched on TV and social media this week, fights against the societal pressure on women to soldier on and brush off any symptoms of the menopause they may be experiencing – and highlights how MyFORM® can provide the information that women need to end the uncertainty they may be feeling around their symptoms.

The launch of this campaign comes at a time when menopause is gaining increased attention in the media with the release of Davina McCall’s Sex, Myths and the Menopause documentary and Channel 5’s ‘Women’s Health: Breaking The Taboos’ series. Recent Government policy has also seen a focus on women’s health with a reduction in HRT prescription charges for women, the appointment of the first women’s health tsar and the publication of the Women’s Health Strategy for England.

Clinically led by endocrinology specialist, Dr Nicky Keay, MyFORM® was developed to combat the problem of current single day testing of hormones offered by GPs (or self-testing kits) which are unable to chart the variable movement of hormones over a women’s cycle. Forth’s ground-breaking solution, MyFORM® involves a two-step lab-analysed home blood test on the 14th and 21st days of a woman’s cycle which is combined with AI mathematical modelling to map how a woman’s four key female hormones fluctuate across their entire cycle. Forth then provides the woman with a report on their hormone function and ovarian responsiveness, which together with symptoms can indicate whether they are in perimenopause. This can be taken to their GP to support the prescription of HRT.

Sarah Bolt, CEO and co-founder of Forth says “We hope this new campaign will really resonate with women and give them that ‘light bulb’ moment that the symptoms they are experiencing could be due to perimenopause. For too long women have been asked to suffer in silence and have been unaware of the changes happening within their bodies. MyFORM® is a significant step forward from current testing methods which give little insight into a woman’s hormone fluctuations and whether they are moving in the normal pattern”.

The advert, created by a female-led team at McCann Erikson, will firstly be shown on ITV Wales and the Southwest, before expanding out across the whole of the UK. A one-minute version of the ad will also be featured in cinemas with the release of the film, The Woman King.