‘Ooh someone's hormonal’ Hertility spotlights gender bias in healthcare

Hertility and Be The Fox empower women to take control of their own health

Georgie Moreton

Deputy Editor, BITE Creativebrief



The female body has long been a prominent feature of adverts but rarely do we see an honest, real representation. Yet the recent new empowering film from women’s health company, Hertility, has been created by females for females, spotlighting gender bias in healthcare and whistleblowing society for using a woman’s hormones against her. 

The film aims to open up the conversation around female bodies and get women to take their hormones into their own hands.

The spot has been created by female-founded creative content agency Be The Fox as part of a digital brand campaign for Hertility; a women’s health company built by women, for women, setting a new standard of scientific rigour and education in female health. 

The film features women in stripped-back clothing while a narrator talks through some common experiences and the negative rhetoric that women face on a day-to-day basis about their own bodies. 

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.” The film then calls 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?’”

The film is aptly named, ‘Ooh someone’s hormonal’ and the concept was thought up and directed 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 female-led team were all bound by common experiences in the women’s health space which united them to drive change for themselves, their daughters and all women.

“When Hertility first came to us with the brief we knew immediately that we were all in. We built a team that rapidly grew as more and more talented people heard about the concept and mission and wanted to be involved to take the project far beyond the original scope. It was an incredibly positive experience working collaboratively on all elements, in the spirit of supporting other women. This is represented in the over 80% female crew from DOP to editor to colourist. This piece was created by a female-driven production that we are immensely proud of.” explained Diana Ellis Hill, Co-Founder, Be The Fox.

Hertility believes that for too long ‘being hormonal’ has been a way to cast confusion and shame on women’s bodies and so the film aims to flip the narrative to make the statement a positive one. Alongside the visual and narration, the film features 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.

Findings show that 31% of women will suffer from a reproductive health issue at some point but through at-home hormone testing and care, Hertility aims to reduce the time diagnosis that women have traditionally faced. Personalised at-home hormone testing, innovative diagnostics and access to private gynaecologists will give women clarity into their reproductive health from the comfort of their own home.

Dr Helen O’Neill, CEO and Founder of Hertility added; “Women are seeking medical help to just be told to wait longer, to relax, to try not to worry, to take a new pill. This isn’t okay, and we’re calling time on this dismissive response to women’s reproductive health, we’re calling it The Mother Of All Movements.”

The female experience is one shared by half the population and yet, rarely do we see it depicted accurately on screen. To allow women to thrive and take control of their own health, real representation is essential. Brands like Hertility that are unafraid to shatter stereotypes and tell the full and honest story are able to reach women in the most authentic way, advocating for real change.

Related Tags

Representation Women