SWISSE LAUNCHES ‘HYSTERIA’ TO BREAK WOMEN’S HEALTH TABOOS

Swisse has unveiled its bold new ‘HYSTERIA’ campaign, created with Clemenger BBDO, to confront the silence around women’s health. Featuring actress Aisha Dee and grassroots voices, the initiative blends advocacy, research and supplements to challenge stigma, amplify lived experiences and inspire collective conversations across Australia.

Swisse has taken a decisive step in tackling the stigma surrounding women’s health with the launch of its national ‘HYSTERIA’ campaign, developed in partnership with Clemenger BBDO. The initiative, titled We Are Hysterical, was conceived by a group of women who themselves have endured the complexities of navigating health conditions such as endometriosis, pregnancy loss, IVF journeys, IUD complications, unexplained pain, and the symptoms of perimenopause and menopause. Their lived experiences shaped the campaign, prompting difficult but necessary conversations that they hope will ripple across households and communities.  

Taylor, one of the women behind the project, explained that the campaign was born out of shared struggles: “In the 12 months we developed this campaign, each of us has experienced women’s health-related conditions that have significantly impacted our quality of life. This project has prompted difficult but critical conversations among us – we hope that We Are Hysterical encourages others to have these same discussions.”  

Clemenger BBDO’s Group Business Director, Bonny Dixon, emphasised the campaign’s broader purpose: “One of the things we’re most proud of in our ongoing partnership with Swisse is the shared belief that creativity can do more than sell a product, it can help move important conversations forward. We Are Hysterical is more than a campaign; it’s a platform intended to keep growing through Swisse’s owned channels, partnerships and future initiatives.”  

To bring the campaign to life, Swisse partnered with Australian actress Aisha Dee, who has recently been diagnosed with endometriosis and PMOS. Dee’s personal connection to the cause made her a compelling advocate. “I believe the most radical thing we can do as women is reclaim our bodies. Vitality is our birthright and we deserve to have our pain taken seriously. Partnering with Swisse on this campaign feels so beautifully aligned. My hope is that by speaking my truth, I can inspire others to do the same, and that our collective voices will be the inspiration for change,” she said.  

The campaign will roll out nationally across BVOD/SVOD, digital, social and outdoor platforms, supported by statistically driven data that places women’s health front and centre. A strategic partnership with Shameless Media will further extend the initiative, creating opportunities for women to gather in community-style settings to share information and advocacy.  

At its core, HYSTERIA also highlights Swisse’s science-backed Women’s Health supplement range, designed to support symptoms across PMS, perimenopause and menopause, as well as fatigue, cognitive performance and vaginal health. Beyond product promotion, Swisse has committed to funding women’s health research, conducting Real World Studies and clinical trials to ensure credible, tailored support for women and people with female reproductive systems.  

By combining lived experiences, celebrity advocacy, creative storytelling and scientific backing, Swisse’s HYSTERIA campaign aims to dismantle taboos, amplify voices and ensure women’s health is no longer relegated to the margins of public conversation.