Breaking the Stigma: How PR and Social Media Are Normalizing Women’s Health Conversations
Breaking the stigma around women’s health has never been more vital, and in my two decades in PR, I’ve witnessed firsthand how strategic narratives can reshape societal norms. PR is not just a tool for selling products or ideas; it’s a powerful force influencing how people think, act, and engage, especially with taboo topics. By leveraging the combined strength of traditional media and social platforms, we are currently experiencing a cultural shift, placing women’s health at the forefront of critical conversations, empowering individuals and communities to embrace topics long steeped in silence and shame.
For far too long, issues like fertility struggles, postpartum recovery, sexual health, and menstrual wellness have been cloaked in stigma, leaving many women feeling isolated and unheard. However, through storytelling and innovative campaigns, PR professionals are dismantling these barriers. A great example of this is the Stillness Is an Illness campaign by PUSH for Empowered Pregnancy. By addressing reduced fetal movement as a warning sign for stillbirth, a symptom often dismissed as "normal," this initiative has turned heartbreaking silence into a lifesaving dialogue. Using a poignant short film and strategic messaging, the campaign not only reframed the narrative but also pushed for updated health guidelines, proving how PR can literally save lives.
Infertility, affecting one in six people globally, is another area where PR and social media have made significant strides. Experts like Dr. Lucky Sekhon and RMA of New York have used their platforms to share educational and relatable content, bringing the struggles of infertility into the mainstream. Her appearances in The New York Times and on TODAY, coupled with engaging Instagram posts, have cultivated trust and fostered understanding, allowing individuals to seek help without fear of judgment. This blend of media outreach and direct social connection has helped reduced the shame surrounding fertility challenges, replacing it with empowerment.
Authenticity has also been a game-changer in redefining motherhood. Brands like Frida Mom have unapologetically highlighted the raw, unvarnished realities of postpartum recovery, blood, pain, and exhaustion, through campaigns that resonate deeply with mothers who had previously felt invisible. These bold messages not only validated lived experiences but also sparked cultural conversations about what postpartum life really looks like, proving that honesty in PR can be a catalyst for change.
The conversation around sexual health has similarly seen a transformation. Brands like PlusOne and their Wellness Collective have used PR to underscore the connection between intimacy, mental health, and self-care. By normalizing discussions about sexual wellness, these initiatives are breaking taboos while advocating for the protection of access to these essential products in a time of increasing threats. Meanwhile, in the fight for reproductive rights, companies like Winx Health took immediate action following the overturning of Roe v. Wade. Their launch of free emergency contraception banks gained widespread attention, positioning them as leaders in the push for reproductive justice.
Menstrual health, too, is finally shedding its stigma. Bold campaigns from brands like August have embraced unapologetic visuals, including the use of red to symbolize period blood, redefining how we discuss menstruation. These campaigns demonstrate how honesty and creativity, amplified through effective PR strategies, can dismantle cultural taboos and drive meaningful change.
The growing attention to female sexual health and wellness underscores the importance of these efforts. As research increasingly highlights the connection between sexual health and overall well-being, brands and thought leaders are stepping up to close gaps in education and normalize conversations that have been ignored for too long. This work not only empowers women to take control of their health, it also ensures that these topics receive the visibility and respect they deserve.
As PR professionals, the responsibility to create impactful conversations cannot be overstated. While the power of PR can be misused, as in the case of smear campaigns, it can also be wielded for progress. When used to address critical issues like women’s health, PR and social media become tools for advocacy, empathy, and education.
Silence doesn’t drive change; conversations do. By amplifying the right stories, we have the power to shape a more inclusive, understanding world where no one feels alone in their struggles.