Women’s Health Ads

When you’re thinking of a photographer to shoot PSA ads for menopausal health, do you think of Chris Buck? Well, maybe you will now.

This campaign for Mount Sinai Hospital in Toronto shines light on the challenges of menopausal and para-menopausal health for women.

Each add depicts a mature woman in a moment of strife or discomfort, asking herself questions about whether her feeling out of sorts is connected to midlife changes in her body.

To create a sense of isolation and dysmorphia, we used tilt shift lenses on the camera. This effect was aesthetically beautiful, but also that sense of disconnection and isolation.

The ads will be used for fundraising, and issue awareness, so both in-house and public facing spaces. The campaign was developed and produced by agency Diamond, based in Toronto, Canada.

Top Image: Sarah Ziazi and Rachel Lee, in a kitchen dinner prep scenario.

Second Image: Yvonne Taylor as our runner.

Third Image: Heather Sanderson, as our professional woman.

Bottom Image: BTS shots of our professional woman scenario, shot by Cecilia Mok.