Australian news site news.com.au has launched a national campaign aimed at driving conversation and policy reform around menopause, partnering with Priceline Pharmacy as the presenting partner.
The four-week campaign, titled Fire Up, will explore the impact of perimenopause and menopause across health, relationships and workplaces. It will run across written, video and audio content featuring personal stories and expert interviews.
Kerry Warren, editor of news.com.au, said the initiative aims to address gaps in awareness and healthcare support.
“Menopause affects more than half of the population, yet too many women are left navigating a healthcare system that is confusing, inconsistent, and often inaccessible,” Warren said.
“We’re determined to change that. Fire Up is about breaking the silence, demanding better care, and giving every woman the support she deserves, so no one is left to suffer in silence.”
Kerry Warren
Campaign informed by national survey
The editorial campaign is informed by a December 2025 survey of more than 2,000 Australians conducted by News Australia.
The study found 37 per cent of respondents had little or no knowledge of perimenopause and menopause. Among Australians under 40, the knowledge gap widened to 62 per cent.
Separate research commissioned by Priceline Pharmacy through YouGov highlighted a similar awareness issue. It found nearly 1.2 million Australian women say they know more about changing a car tyre than they do about menopause.
Retail partner focuses on pharmacist training
Corrina Brazel, general manager marketing at Wesfarmers Health, said Priceline Pharmacy’s involvement builds on its existing menopause education initiatives.
“Priceline Pharmacy is proud to partner with News Australia to bring menopause into mainstream health conversations,” Brazel said.
She said the retailer’s Anything Menopause program, developed with Jean Hailes for Women’s Health, has trained more than 3,500 pharmacists and pharmacy assistants across Australia.
“Customers tell us the informed advice in store and the resources on our online menopause hub are invaluable. This partnership builds on those foundations and marks a significant step for menopause advocacy in Australia,” Brazel added.
Multi-masthead editorial push
The Fire Up campaign will run across several News Australia titles. These include Body+Soul, Vogue Australia, and News Corp Australia’s state and community mastheads such as The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser.
A supporting consumer marketing campaign will promote the initiative across digital, print and social channels throughout the four-week run.