Sweaty, Tired and Moody?

Women in NYC are sweaty, tired and moody this summer… and it is not just the sweltering heat waves disrupting their bodies.

Midi Health, the fastest growing virtual care clinic focused on women navigating and preparing for midlife, has partnered with Mount Sinai—one of New York’s most established and traditionally conservative hospitals—to take over billboards across the Upper East and West Sides. The campaign breaks away from the hospital’s typically understated advertising style, boldly challenging the stigma around menopause and urging women to recognize their symptoms and seek the care they deserve.

Featuring striking images of sweaty women with overlooked midlife symptoms layered over their portraits, the creative isn’t just provocative—it’s designed to stop women in their tracks and speak to those suffering in silence. The message: this chapter of life can be met with renewed energy, confidence, and expert care.