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Empowering Film from Hertility Calls Time on Shaming Women for Having Hormones

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Film from Be The Fox showcases the power of the female form, using dance to reframe the narrative on female hormones and empower women to find out what’s going on under their own skin

Empowering Film from Hertility Calls Time on Shaming Women for Having Hormones

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 designed 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.

Dr Helen O’Neill, CEO and founder of Hertility explains: “Our hormones control our lives- they dictate our fertility, our weight, our sleep, our mood. We need to harness them, not harass women for simply being ‘hormonal’. This film serves to elevate the voices of women who have been ignored and dismissed. To empower women to hear their hormones and take control of their health. We need to start listening to women when they know that something isn’t right. In the 21st century, it shouldn’t be a game of chance to find out if you are fertile. Equipping yourself with knowledge about your reproductive health and fertility can help you make informed decisions when it matters, not when it’s too late.”

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.

Diana Ellis Hill, co-founder, Be The Fox comments: “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.”

Hertility is a women’s health company built by women, for women, setting a new standard of scientific rigour and education in female health. 31% of women will suffer from a reproductive health issue at some point, but through at-home hormone testing and care, it aims to reduce the time diagnosis that women have traditionally faced. 

Dr Helen O’Neill, CEO and founder of Hertility continues, “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.”

With personalised at-home hormone testing, innovative diagnostics and access to private gynaecologists, Hertility can give women clarity into their reproductive health from the comfort of their own home, and at a fraction of the price of private fertility testing.

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CONCEPT, CREATIVE DIRECTOR, DIRECTOR: Liz Unna

CHOREOGRAPHER: Lynne Page

MUSIC TRACK: Self Esteem

CO FOUNDER, EXECUTIVE PRODUCER: Diana Ellis Hill

CREATIVE PRODUCER: Laura Richards

DOP: Carmen Pellon (Repped by Wizzo and co)

MOVI OPERATOR: Bud Gallimore

FOCUS PULLER: Joseph Edwards

1st AC: Laura Aguilera

1st AD: Daisy JT Smith

CO-WRITER: Trak Ellis-Hill

EDITOR: Chloe Kelly

COLOURIST: Jax Harney

SOUND DESIGN: James Locke-Hart

GAFFER: Sam Crook

SPARK: James Duffy

MUA: Sarah Cherry

MUA ASSIST: Gracie Cox

STYLIST: Andrea Allen

DIRECTOR'S ASSISTANT: Phoebe Gussin

PRODUCTION ASSISTANT: Belle Chapman-Jessop

PRODUCTION RUNNER: Flora Scott

DANCER: Zoë Lou Purpuri, Merry Holden, Sarah Blanc, Jessamin Landamore, Chevon Edwards, Charlotte Gorton, Belle Chapman-Jessop

BABY: Avila Rae

Categories: Corporate, Social and PSAs, Health

Be The Fox, Thu, 26 May 2022 12:07:38 GMT