Amy Schumer Stars in National Perimenopause Campaign with Midi Health

“Welcome to your ‘midi’ midlife health class. Just when you think you had your body all figured out- BAM, perimenopause! Let me walk you through some symptoms you may or may not be experiencing. Achy joints, dry eyes, gum inflammation, losing hair (points high) here, gaining hair (points low) here, hot flashes, brain fog, itchy ears, unexplained rage, day sweats, night sweats, all the sweats, mood swings, brittle nails, low libido, no libido, random tears- brought on by watching a movie/making a sandwich, seeing a dog- any dog, insomnia. Any questions?”  

Amy Schummer, comedian, actress, writer, and producer in a teal and pink tracksuit with a gym whistle at the front of the school classroom, like it's a middle school physical education class, but in a room full of women educating on perimenopause symptoms, really does make for a great ad. Huge props to the creative team at Midi Health for this one! One of the women at the end of the video, also a motherhood/social media influencer/comedian, says, “On a high note, I hear perimenopause makes you a really good dancer”. End cut scene to a classroom full of women dancing to “Get it Girl” by Saweetie. “Make an appointment with the menopause experts. Midlife needs midi.” 

Just thevideo ad, on Instagram alone, has been viewed over 62,000 times, reshared 121 times, and sent over 1,000 times( posted on April 6th). The campaign spans national and local TV, radio and social. 

The 30-second TV commercial-style ad kicked off a health education video series. The National Brand Campaign called “Midlife back in session” brings awareness to common symptoms that are often taboo to discuss, with humour. The classroom setting also contrasts how puberty may be a part of early physical education, but then there is a steep gap in education when it comes to midlife and perimenopause symptoms. Midi Health shared in a 2024 study that “ Unfortunately, most women approach menopause underprepared– 94% say they received no education about it in school.” With only 49% of women in perimenopause having spoken to a professional about menopause and only 58% of women in post-menopause bringing it up with their doctors.” 

The women’s telehealth company also shared that half of women wait six months with life-disrupting menopause symptoms before seeking care from a health professional.  

Melissa Waters, chief marketing officer of Midi Health, per PRN Newswire, shared, “For too long women have navigated the complexities of midlife in the shadows. With this campaign we are putting the conversation into the mainstream where it belongs. Our goal is to validate women's lived experiences and ensure they know that specialized, accessible care is finally here. And importantly, we invite women to have a good laugh about the seemingly endless changes this phase of life brings."  

Schumer also an investor in Midi Health, shared her motivation to partner in this campaign. "I partnered with Midi Health because me and all my friends my age were tired of wondering why we were all feeling so "off" from our energy to our emotions. We felt we were going through something and had trouble understanding why. We felt like strangers in our own bodies. When I finally found Midi, it was the first time a doctor actually explained why I couldn't sleep, think straight or navigate my fluctuating emotions. It changed my life. We shouldn't have to be detectives to figure out our own hormones. You deserve to feel like yourself again. I've never felt better. I'm thinner. My hair is thicker. My skin is clear and I feel emotionally balanced. I got myself back but an even better version”, she shared per PR Newswire.  

Schumer was joined by other creators for this campaign, including  Melani Sanders (NYT Bestselling Author and Founder of the We Do Not Care Club™) and and Caitlin Murray (Big Time Adulting), who have both grown large online followings in the millions as they share their takes on the midlife experience. The resonating sentiment from this campaign is that the current healthcare system has failed women and better care and solutions are needed. 

According to Ads of the World, Midi Health is expanding access to clinicians specifically trained in midlife health which has historically been an underserved area of traditional medicine. The campaign was launched my Midi Health’s internal creative team in partnership with Media Agency: Obsessed Media.  

What makes the “Midlife back in session” campaign resonate isn’t just the humor; it’s the recognition. Women see themselves in this video because the gaps it highlights in education and medical care are real.

For brands in the women’s health space, this campaign sets the bar high. Not just awareness campaigns, but content and care models that validate lived experiences and actually close the loop connecting symptoms to solutions. In a system where many women have been left to figure it out on their own, there’s a real opportunity to be the brand that doesn’t make them.

Written by Hannah Lacy
Bio: Hannah Lacy is a digital content strategist with over seven years of experience in marketing and social media, and more than a decade of experience as a freelance writer contributing to various publications. A working mother of two school-aged children, she writes at the intersection of ambition and parenthood, with a passion for storytelling, advocating for working moms, and partnering with mission-driven brands and organisations.

Connect with her on LinkedIn or at hannahlacymedia@gmail.com.