Activated to coincide with World Menopause Day on Oct. 18, the Sinai Health Foundation’s “Hot and Bothered” is meant to break the silence on menopause and perimenopause by highlighting the challenges and frustrations women face.

“Sinai Health is one of the only academic centres in the world to make menopause and women’s health a key strategic priority,” Lana Chen, VP of integrated and brand marketing at Sinai Health Foundation, tells strategy. “With all the conversations now taking place around menopause – conversations driven by women – we felt it was the right time to let women know that we are investing in supporting them through all of life’s stages.”

The campaign is harnessing the power of well-known Canadian faces, from singer Jully Black to actress Amanda Brugel, to encourage people to contribute to its goal of raising $50 million so it can establish the Centre for Mature Women’s Health at Mount Sinai Hospital.

In 2022, the organization commissioned a survey of 1,200 women, age 40-plus, and found more than one-third of the respondents were not aware that treatment options exist for menopause and perimenopause.

As a result, the new Centre will unite all clinical specialties into a single environment, improving the patient experience and access to care, Chen explains. The Centre already exists in nascent form and has appointed an inaugural director.

The work was done by newly minted Sinai Health Foundation AOR Diamond, and the campaign hero film is further supported by a suite of assets for TSA, OOH, print and an updated website. Sinai Health is also getting the word out through an evolving partnership with the Menopause Foundation of Canada.

A collaboration with Peace Collective to create a limited-edition T-shirt will further amplify the campaign’s impact, and will be available at the Sinai gift shop and online through Peace Collective, with 100% of profits supporting the Centre for Mature Women’s Health.