Ooh...Someone's Hormonal - Hertility x Be The Fox
“Ooh…Someone’s hormonal” – the phrase that reduces women’s health to a stereotype. Hertility set out to change that. We created branded content that exposed gender bias in healthcare and championed female hormonal health with unapologetic honesty.
Directed by Liz Unna, choreographed by Lynne Page, and soundtracked by Self Esteem’s feminist anthem I Do This All The Time, the film blends spoken word, movement and raw storytelling to highlight how women’s hormones have been weaponised against them. With an 85% female-identifying crew, it became a powerful piece of feminist advertising — by women, for women.
The campaign lit up social media with support from Emma Watson and other cultural icons, drove a 200% overnight sales lift, 2,000%+ above-average impressions, and earned five major industry awards. Media outlets including Stylist, Grazia and Sheerluxe featured the campaign, amplifying its reach.
Four years on, this feminist advertising campaign remains a landmark in female health storytelling. Now re-cut for Netflix, Hertility’s branded content continues to shine a light on hormonal health, healthcare inequality, and the power of authentic female voices.
Impact:
200% increase in sales overnight
2000% above-average impressions
660k organic impressions in week one
5 major industry awards