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Forth hails perimenopausal women as warriors with new TV campaign

13th October 2022

McCann supports Forth with the launch of ground-breaking female hormone mapping blood test

October 2022: McCann Bristol has created a new TV campaign to support the launch of MyFORMTM, a ground-breaking female hormone mapping blood test from Forth.

The ‘Warrior’ TV and social campaign fights against the societal pressure on women to soldier on and brush off any symptoms of the menopause they may be experiencing, highlighting how MyFORMTM can provide the information that women need to end any uncertainty around their symptoms.

MyFORMTM involves a two-step blood test which, when combined with AI mathematical modelling and clinical analysis, maps how the four key female hormones fluctuate across an entire cycle. Forth then provides a report on hormone function and ovarian responsiveness, which can indicate whether they are in perimenopause or not. The report can then be taken to a GP to support diagnosis and help manage any symptoms.

Melissa Down, Creative Director at McCann said: “We are thrilled to be launching a ground-breaking, category-first product in women’s health. Our ‘Warrior’ campaign shares a powerful and emotional metaphor, visually showing the lonely battle women face to soldier on through the difficult and confusing signs of perimenopause.

“We have an array of amazing female talent across McCann that we are fortunate to be able to draw upon, and for this campaign, we created a team made predominantly of women, including those who are of perimenopause age, in order to provide a unique insight into the product and a deeper connection and understanding with our audience.”

Sarah Bolt, CEO and Founder at Forth, added: “As a woman who has experienced perimenopause, I instantly connected with the creative idea behind ‘Warrior’.  For too long women have been asked to suffer in silence and have been unaware of the changes happening within their bodies. Our mission at Forth is to empower women to become experts on their own body through scientific knowledge and understanding. The team at McCann instantly connected with our mission and showed their passion and understanding of the product right from our first meeting.

Louise Balmforth, Head of Growth at Forth, also commented: “With this being our first TV campaign for what is quite a complex product, the creative narrative had to be carefully curated. Not only is perimenopause still a sensitive topic for some women, but many do not realise their symptoms are due to this early transition to menopause.  We wanted to create that light bulb moment in a sensitive way that positioned Forth as the light at the end of what can be a very dark tunnel for women. McCann impressed from the start, immediately getting under the skin of the brief and the challenge we are wanting to address in women’s health. We are very excited to see our product reach a wider audience of women who are living with the uncertainty of perimenopause.”

 

Creative credits

 Creative Director: Mel Down

Art Director: Amy McGowan

Copywriter: Georgina Devonport

Producer: Kristen Clare

Director: Adam Riozzi

Production company: Fetch Films

Strategy: Jordan Adler

Senior Account Director: Alex Lake

Senior Account Manager: Abbey McGrane

Media: Chris Lucas

 

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