TBWA\MCR and Menstrual Health Project launch Halloween Film Exposing the Hidden Horror of Endometriosis
TBWA\MCR and Menstrual Health Project have launched a Halloween film highlighting the horror of endometriosis.
Intentionally released in time for Halloween, the film uses the visceral image of flesh being torn from the inside of a pumpkin to represent the internal tearing and debilitating pain sufferers endure. Titled ‘That Time of the Month’, the name is purposefully misleading, highlighting how endometriosis sufferers experience this pain every single day.
Created in collaboration with Packer Productions, the pro-bono campaign was delivered with a 70% female crew and aims to break the silence around symptoms that often go unspoken. Endometriosis occurs when tissue similar to the womb lining spreads elsewhere in the body, affecting organs such as the bladder, lungs and spine. With diagnosis times averaging up to eight years and no cure available, early recognition is critical to prevent long-term damage, hysterectomy or other major surgery.
The creative shows a clawed silhouette tearing through a pumpkin while a narrator describes the condition’s impact: “Pelvis. Bladder. Lungs. Spine. Every stab a hot poker. Torturing your insides.”
Aimed at young girls and women*, the campaign urges viewers to share with friends to continue raising awareness of the condition and to donate this Halloween to support Menstrual Health Project’s work.
The social campaign will be accompanied by a helpful toolkit for those who are, or know someone who is, affected by endometriosis.
Becci Nadin, Deputy Creative Director at TBWA\MCR, said:
“1.5 million women are living with endometriosis, yet many wait up to eight years for a diagnosis. Girls as young as nine are often misdiagnosed and wrongly prescribed the pill. That isn’t good enough. Halloween felt like the most impactful and disruptive time to raise awareness of the symptoms that can be so difficult to describe.
“An eternal thanks to Packer Productions for making this possible, with a 70% female crew in tow. The founders of the charity were a genuine inspiration and it’s a total honour to create this work together. We hope this helps in the mission to change the course of female health for good and help sufferers for whom ‘that time of the month’ is every single day of the year.”
Anna Cooper and Gabriella Pearson, Co-founders of Menstrual Health Project, added:
“This Halloween we wanted to shine a light on something far more frightening than ghosts or ghouls – the silent spread of endometriosis. This condition can infiltrate organs throughout the body, causing immense pain and lifelong consequences if left undiagnosed and ignored.
“With TBWA\MCR we’ve created a film that makes people stop, listen and think about the severity of endometriosis and the urgent need for earlier intervention.”
Chris Cable, Producer at Packer Productions, said:
“This was one of those rare campaigns that shows what happens when empathy and creativity comes together. Our team – more than two thirds women including a crew member with the condition – worked tirelessly to bring the film to life in just over a week.
“Endometriosis is widely misunderstood and underrepresented, so helping the Menstrual Health Project raise awareness was a privilege. We couldn’t be prouder of what was achieved.”
Zeynep Oguz, Director at Packer Productions commented:
“In a project like this every element has to stay true to the reality we are depicting. Knowing many sufferers, my aim was to make a film that they could point to and say, ‘this is how I feel, every single day.’
“When I told our DOP David Procter, ‘I want the space to feel like you’re stepping inside the body’, he immediately understood and brought this to life using some special vintage theatre projectors. The result was beyond my imagination.
“It’s still hard to believe we pulled all of this together in under two weeks…but when an idea feels this right, and for such an important cause, all the pieces fall perfectly into place.”
CREDITS:
Menstrual Health Project:
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Co-Founders: Anna Cooper & Gabriella Pearson
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Chair of Trustees: Kate George
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Marketing Trustee: Becca Donaldson
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Medical Advisory Board Members of Menstrual Health Project
TBWA\MCR:
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Joint ECD: Lisa Nichols
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Joint ECD: Gary Fawcett
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Deputy Creative Director: Becci Nadin
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Creative: Rose Alder
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Senior Designer: Rob Scott
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Head of Production: Lou Vasey
Packer Productions:
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Director: Zeynep Oguz
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Executive Producer: Richard Packer
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Producer: Chris Cable
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Production Manager: Sarah Shepherd
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Director of Photography: David Procter BSC
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2nd Assistant Camera: Eve Gabarre
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Playback: Philippe Clavier
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Food Stylist: Victoria Austin
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Food Stylist Assistant: Rina Deguchi
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Socials: Sasha Macfarlane
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Production Design: Sets Appeal
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Make-Up Artist: Michele Baylis
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SFX Make-Up / Prosthetics: Leïla Bouzid
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Gaffer: Elena Armellini
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Stylist: Bee Olgac
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Diary Service: Red Management
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Camera Equipment: One Stop Films
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James Irwin: Operations Manager
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Lighting Equipment: Panalux
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Sales Director, Commercials and Music Videos: George Martin
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Casting Director: Alexandra Green
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Talent: Federica Somma
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Supporting Talent: Lea McCulloch
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Studio: Mount Pleasant Studios
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Studio Manager: Simon Carter
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Studio Cat: Bobby
- Off-line edit: Flock Edit
- Off-line editor: Zoé Desgraupes
- VFX & Colour Studio: Freefolk
- Executive Producer: Laura Ricketts
- Colourist: Marty McMullan
- Colour Assist: Edward Webb
- Music Composer: Matilde Koechlin
- Strings Musician: Katie Ellwood
- Audio: Little Things Sound Studios
- Sound Design and Mix: Vika Vinnikova
- Audio Production: Chris Wrigglesworth
- VO: Yakety Yak
- Voice over: Arazou Baker
* Any mentions of ‘women’ or ‘female’ by Menstrual Health Project (MHP) includes those assigned female at birth. We recognise and respect that all those who can experience menstrual health problems or associated concerns may not identify as female. MHP aims to provide accurate, inclusive information to everyone.
