Women's health company, Hertility, has released an empowering new film, created by female-founded creative content agency Be The Fox as part of a digital brand campaign. The film was … read moredesigned to spotlight gender bias in healthcare and whistle blow society for using a woman's hormones against her. It's a call to open up the conversation and get women to take their hormones into their own hands. The emotive narration highlights how women have been excluded by science and dismissed by a healthcare system that doesn't understand them and was never built for them: 'In pain? Pain is normal. Irregular periods? Go on the pill' before calling out the impossible standards held today for the modern woman when it comes to having children 'Want a baby? You're too young to worry about fertility. Have fun! Still trying? Silly girl. You left it too late, were you having too much fun?' For too long ‘being hormonal’ has been a way to cast confusion and shame on women’s bodies but the film aims to flip the narrative making the statement a positive one, culminating with music from patriarchy-smashing pop artist Rebecca Lucy Taylor AKA Self-Esteem in a powerful celebration of the things that allow women to live and create life. The film ‘Ooh someone’s hormonal’ concept and direction by Liz Unna, and creatively produced by Laura Richards, for Be The Fox. West End and Film choreographer Lynne Page worked closely with Liz Unna to create a movement piece that interpreted the powerful script and women’s varying experiences throughout their lives. The diverse female-led team, bound by common experiences in the women’s health space, were united by the drive to work towards change for themselves, their daughters and all women.
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