Rethinking “normalizing” narratives around women’s health
Historically, women’s experiences around reproductive health have too often been labelled as part of being a woman and becoming a mother. This normalizing narrative has had significant implications for the attention given to serious health issues such as maternal health complications or endometriosis. By challenging the culture of silence and denial around women’s health issues, we can help foster an environment where conditions like endometriosis and maternal health complications are addressed with urgency and empathy.
As communicators, we are often called to develop narratives. Narrative for brands, products, creative campaigns. But what if the narrative to rewrite is about the health of half the population?
Conditions related to the reproductive life are frequently normalized as “natural” aspects of being a woman, delaying diagnoses, effective treatments and adequate care. Among these conditions, endometriosis stands out as a prevalent and often misunderstood disorder that significantly impacts the quality of life of millions of women.
Endometriosis is an incurable condition that affects the physical and mental health of 1 in 10 girls and women of reproductive age. It involves the growth of endometrial-like tissue outside the uterus, which creates adhesions, lesions, or tumours around organs, ligaments, or nerves. About 85% of chronic pelvic pain and 40% of infertility cases in women are due to endometriosis. The impact on quality of life is profound, with two in three women reporting missed work or school days, along with high levels of anxiety and depression. In the UK, one in six women with the condition has to leave their workplace. Yet, the narrative surrounding endometriosis normalises its pain, leading to delayed diagnoses—sometimes taking up to 10 years. Women also frequently endure misdiagnoses, often being told their symptoms are psychological.
To transform this legacy, a radical shift in narrative is needed—one driven also by stronger advocacy and effective communication. As communicators, we can leverage the pivotal role of traditional and social media in changing perceptions and building supportive communities for those affected.
Working in partnership with our clients, we have raised awareness and understanding of women’s health conditions by counteracting biases, socializing relevant data, validating women’s experiences and amplifying their voices. We’ll continue to work in this direction, to foster empathy and encourage a more supportive healthcare environment.
It’s not only what we read about endometriosis, pain, menstruation, and women’s health. It’s also how we talk about it. Helping doctors and patients alike realise how implicit bias may affect their implicit biases, emphasising that these are habits, not moral failings, and can be changed with conscious effort. For doctors, for instance, using open-ended questions could help elicit less biased responses.
Reframing the narrative is not merely about raising awareness; it’s about valuing the experiences and health of girls and women and supporting their agency. Doing exactly this with a team of passionate colleagues at Weber Shandwick is not merely working; it’s infusing it with significance and purpose. Narratives can transform the context in which solutions and values are discussed. The legacy of endometriosis as that of other women’s health conditions should be one of understanding, support and action—driven by a commitment to equitable healthcare for all. This is part of The Weber Shandwick Collective: Women’s Health initiative to acknowledge our responsibility in seeding new narratives and addressing gender disparity in health communications.
