Special
Femtech meets billboards: the start-ups using outdoor advertising to destigmatise reproductive health
Companies turn to taboo-breaking advertising campaigns to celebrate women’s bodies
Following the Supreme Court’s decision to overturn 50 years of established constitutional protection for abortion, the need to address reproductive health has never been more important.
We look back at five femtech start-ups that took over billboards in 2022.
Caria
Co-founders, Arfa Rehman and Scott Gorman, saw the need for guidance and support during menopause, and together they launched Caria, a personalised guide to help women understand menopausal changes and manage their symptoms.
Aimed at debunking the myths of menopause and helping women connect with each other, the start-up made history by putting menopause on a giant billboard in the middle of New York’s Times Square on July 4.
“For an issue that still lacks open conversation but affects more than one billion women in the world — the billboard signifies a big step forward for women’s health,” the founder said at the time.
With over 60 per cent of American women feeling uninformed about menopause, we couldn’t agree more.

Stix
In the light of Roe v Wade, the US start-up, Stix, launched its own emergency contraception pill alongside a fund to make the pills free to women in need.
The founders wanted to position themselves as a resource for women navigating the infringement on their rights, creating a convenient and judgment-free way to access morning-after pills, pregnancy tests and supplements.
Its billboard ads, strategically placed close to crisis pregnancy centres in Ohio, Arkansas, Utah, Missouri and Kentucky, aimed to advertise Restart and highlight the absurdity of restricting abortion.

Hertility
In March, the women’s health company, Hertility, took over 350 billboards across London to end the silence that surrounds women’s health and demystify fertility.
Dr Helen O’Neill, Hertility co-founder and CEO, said the so-called “Reproductive Revolution” was meant to equip people with the right knowledge about their reproductive health and help them make informed decisions at the right time.

Menopause Over Martinis
In 2020, to help break the taboo and stigma around menopause, Sarah Connor launched Menopause Over Martinis. Started as a potluck dinner with a difference, the project has since grown into a website, a public Facebook group and an invitation for friends, family and colleagues to talk and learn about perimenopause and menopause at home, work and in the community.
Connor’s taboo-breaking outdoor ads hit the streets of Auckland, Hamilton, Wellington and Christchurch, New Zealand, around World Menopause Day.
“I’m 50 and I’ve never seen an ad featuring the word menopause in an outdoor space,” the founder told Campaign Brief in October.
“Locky Docks were a fantastic way to get this once-taboo word in front of people.”

Peanut
Inspired by real-life struggles, Peanut’s UK campaign was designed to shine a light on women’s day-to-day problems and reduce feelings of pain and isolation on Mother’s Day.
With nearly three out of five women revealing that they find the day emotionally triggering, the online platform, which provides a safe space for women to connect and seek support, wanted to validate these experiences and show women they are not alone.

News
Jill Biden visits Imperial on women’s health and AMR mission
Former US first lady Dr Jill Biden visited Imperial College Healthcare NHS Trust and Imperial College London to explore work on women’s health and antimicrobial resistance.
The visit was hosted by professor the Lord Darzi of Denham, who chairs the Fleming Initiative and directs Imperial’s Institute of Global Health Innovation.
Dr Biden, chair of the Milken Institute’s Women’s Health Network, spoke about the impact scientists, clinicians, innovators and investors can have on improving women’s healthcare.
Dr Biden stressed the importance of “collaboration, prevention and education” in improving women’s health globally.
At the museum, Dr Biden and Esther Krofah, executive vice-president of health at the Milken Institute, heard about the worldwide significance of the discovery and the contribution of women who, during wartime Britain, grew penicillin in bedpans to support early experimentation.
The discussion also explored how AMR is a key women’s health issue, with women disproportionately affected in low and middle-income countries, and in high-income settings where women are more likely than men to be prescribed antibiotics.
Dr Biden was shown an architectural model of the Fleming Centre in Paddington, which will bring together research, policy and public engagement to address AMR worldwide.
The second part of the visit brought together Imperial clinicians, researchers and innovators for a roundtable on women’s health priorities, including improving diagnosis, equity in maternity care and support during the menopause transition.
Participants highlighted wide variation in the quality of care for conditions affecting women and called for fairer access to services, with the postcode lottery named as a priority to address.
Professor Tom Bourne, consultant gynaecologist and chair in gynaecology at Imperial’s Department of Metabolism, Digestion and Reproduction, described how AI could improve diagnostic accuracy for conditions such as endometriosis.
Equity emerged as a central theme.
Professor Alison Holmes, professor of infectious diseases at Imperial College London and director of the Fleming Initiative, highlighted persistent gaps in women’s representation in clinical trials, including antibiotic studies, which limits the ability to optimise care and treatments.
Dr Christine Ekechi, consultant obstetrician and gynaecologist at Imperial College Healthcare NHS Trust, drew on national maternity investigations to underline the importance of valid data, meaningful engagement with affected communities and rebuilding trust.
Menopause and midlife health were also identified as priorities for clinical research.
Professor Waljit Dhillo, consultant endocrinologist and professor of endocrinology and metabolism in Imperial’s Department of Metabolism, Digestion and Reproduction, described a new treatment for hot flushes, including for women unable to take hormone replacement therapy, such as those with a history of breast cancer.
The discussion then turned to bringing innovation into health systems. Innovators shared how data and technology are being used to close gaps in women’s health, while noting challenges in accessing funding to grow and scale.
Dr Helen O’Neill and Dr Deidre O’Neill, co-founders of Hertility Health, described predictive algorithms using self-reported data to help diagnose gynaecological conditions at scale.
Embedded into clinical workflows, the technology could reduce waiting times, identify conditions earlier and improve outcomes. They noted how “we have cures for the rarest genetic conditions but don’t even have the answers to common women’s health issues.”
Dr Lydia Mapstone, Dr Tara O’Driscoll and Dr Sioned Jones, co-founders of BoobyBiome, outlined work creating products that harness beneficial bacteria found in breast milk to support infant health.
By isolating and characterising key microbial strains, BoobyBiome has created synbiotics, combinations of beneficial bacteria and the food that nourishes them, to make these benefits accessible to all babies.
Speakers throughout the visit stressed the need to reduce variation in care quality and outcomes for women, strengthen prevention and education, and address power and equity in women’s health.
Professor the Lord Ara Darzi said: “It was a privilege to welcome Dr Biden and the Milken Institute to Imperial to meet some of the outstanding researchers, clinicians and innovators advancing women’s health.
“Imperial’s unique combination of clinical excellence and world-leading research positions us at the forefront of tackling the biggest health challenges facing society and the UK’s ambition for innovation demands nothing less.
“For too long, the health needs of women and girls across their life course have not received the attention they deserve.
“By working together across borders and disciplines, we can transform equitable access to care, accelerate the detection and treatment of disease, and ultimately improve health outcomes for millions of women in the UK and around the world.”
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