Hot & bothered

Overview

Menopause costs Canada $3.5 billion every year as 1-in-10 women leave the workforce due to debilitating symptoms.

And despite affecting 80% of Canadian women over 40, only a quarter receive treatment.

Sinai Health Foundation’s “Hot & Bothered” campaign addressed this urgent healthcare gap with a $50 million initiative for the hospital’s Centre for Mature Women’s Health. The Centre – among the first worldwide to consolidate clinical specialties for menopausal care – will double patient capacity and reduce wait times. With women spending over half their lives in menopause, the campaign represented both a fundraising effort and societal imperative.

Breaking decades of stigma, the initiative leveraged Canadian celebrities and media partnerships around World Menopause Day to spark national conversation. A collaboration with Peace Collective on a limited edition T-shirt amplified awareness while directing proceeds to women’s healthcare.

The response was overwhelming: the campaign generated 40 million media impressions, engaged influencers, and resonated across social platforms, ultimately surpassing its fundraising goal in under three months, emphasizing widespread support for advancing menopause care.