The National Institutes of Health (NIH) allocates just 10.8 percent of its annual budget to women’s health research—despite the fact that clinical research has been disproportionately centered around male bodies for decades, and twice as much national funding goes to diseases that disproportionately impact men. The gender health gap contributes to well-documented diagnostic delays, less effective medical interventions, and even gaps in medical school curricula—all of which leave women more desperate for reliable resources and comprehensive care that addresses their highly specific needs.
It’s clear that we can no longer afford to wait on a better future for women’s health—so Perelel, the doctor-backed women’s health company redefining a new era of radical body literacy and stage-specific hormonal support, has set out to actively create it right now. After pledging $10 million to fund women’s health research and improve access to prenatal care in February, this fall, Perelel turned its sights on galvanizing its community—and lawmakers in Washington, D.C.—to close the gender health gap once and for all.
In September 2024, Perelel partnered with actress, singer/songwriter, reproductive health advocate and mom of three, Mandy Moore. Together, they invited women to enter a Perelel Universe, where women's health is treated and funded equitably—and initiated a rallying call to Congress to help close the longstanding gender research gap, by gathering signatures in support of increased federal funding for women's health research initiatives via the NIH.
The Perelel Universe dares to imagine an alternative reality for women’s health and asks: What if women’s health was taken seriously? What if women didn’t feel like just another number? What if fertility support was accessible? What if the fourth trimester wasn’t an afterthought? What if “hormonal” wasn’t a bad word? What if we took care of mothers? In posing these questions, Perelel invites us not only to envision an optimistic future but to step into the reality they are actively shaping.
Racing against the clock of Congress’ budget appropriations deadline and the backdrop of a highly divisive media environment, our team was challenged with crafting a campaign message and call to action that could break through the noise. We architected our Perelel Universe to live across our owned social channels, out-of-home placements in New York City and Los Angeles, and in legacy publications like the New York Times—priming the brand to meet our audience where they are, and to fuel a coalition to fund women’s health.
After all, our Perelel Universe isn’t just a campaign—it’s an advocacy movement that demands a better future for women’s health. Perelel is upholding this long-term commitment with its $10 million pledge to fund women’s health research and improve access to prenatal care, and as the public awareness partner to the White House Gender Policy Council and advocacy stakeholders such as the Society for Women’s Health Research. In November, the Perelel team sent its petition to 435 lawmakers across 50 states, and spent a week in Washington D.C. meeting with Congressional leaders—with future Hill days planned in 2025.
The campaign garnered over 2 million views on its campaign video within 48 hours, and drove over 25,000 signatures on a Change.org petition calling for increased NIH funding for women’s health research.
Additional campaign highlights:
Beyond our KPIs, we measure the true resonance of our campaign in the thousands of personal stories our petition signees shared:
