September 30, 2025 (Toronto, Ontario) — One year ago, Sinai Health Foundation loudly declared women were Hot and Bothered™ and it was time to raise awareness for challenges surrounding women's health. Now, in advance of World Menopause Day on October 18, the Foundation is once more highlighting the lack of answers around women's health at every stage of life, especially those faced following menopause.

As one of the only academic centres in the world to make menopause and mature women's health a strategic priority, the Weston and O'Born Centre for Mature Women's Health at Mount Sinai Hospital is at the forefront of advancing the future of women's health — a necessary pioneer, as women are continuously underrepresented or overlooked in research, receiving only six per cent of federal funding.

Developed by agency partner Diamond, Sinai Health Foundation's latest campaign 'It's Time for Answers' seeks to raise awareness and funds to expand research efforts specifically aimed at improving women's health and understanding sex-based differences in disease, aging, and long-term outcomes. The integrated campaign — inclusive of TV, OLV, OOH, digital, and social — demands answers for common symptoms experienced by women that often have no clear solution.

It is the phenomenon known as 'Bikini Medicine' that Diamond dug into to expand the campaign into ambient OOH and installations, with red bikinis popping up across Toronto. The iconic windows of the former Hudson's Bay Company at Queen & Bay St. have been transformed with a striking installation featuring mannequins wearing red bikinis alongside information about the Foundation's mission. Further, bikini-clad runners took over the Toronto Waterfront Marathon, capturing the attention of over 100,000 spectators.

"Unfortunately, there is extremely rich territory to explore as we fight for the necessary funding to progress women's health research," says Rebecca Flaman, Managing Director at Diamond. "Through the work we aimed to create a visual metaphor for the systemic barriers restricting progress in women's health."

The theme of the red bikini and unanswered questions carried into the Foundation's annual fundraiser, Cause for 'Pause, co-chaired by Sylvia Mantella and Victoria Webster. Creative and influencer work was managed by Diamond, with PR supported by Agnostic and media by Aber Group.

To learn more about Sinai Health Foundation, visit sinaihealthfoundation.ca.