Hormone Replacement Therapy (HRT) has undergone one of the most significant reputational shifts in modern women’s health. Once widely used, then feared after early 2000s studies, HRT has re-emerged as a vital option for many experiencing menopausal symptoms. Central to this resurgence is what many clinicians and commentators have dubbed “the Davina effect” — the dramatic rise in awareness, conversations, and demand for HRT following British broadcaster Davina McCall’s menopause documentaries and advocacy campaigns.
For years, HRT prescribing patterns were shaped by the fallout from the Women’s Health Initiative (WHI) study, which linked HRT to increased risks of breast cancer and cardiovascular disease. Although later reassessments clarified that these risks were overstated or misinterpreted—especially for younger, newly menopausal women—the public narrative remained deeply cautious.
As a result, many women suffered in silence, and clinicians were hesitant to prescribe HRT, even when appropriate.
The “Davina effect” refers to the surge in:
Public awareness of menopause and perimenopause
Demand for HRT from women seeking evidence-based relief
Open discussion of symptoms previously normalised or dismissed
Healthcare engagement, with more women seeking appointments specifically to talk about menopause
Davina McCall’s documentaries—particularly Sex, Myths and the Menopause (2021) and Sex, Mind and the Menopause (2022)—used clear explanations, lived experience, and expert interviews to challenge misinformation and destigmatise treatment. Unlike traditional health campaigns, her influence reached mainstream media, social platforms, and policy discussions simultaneously.
Since the “Davina effect,” healthcare systems have reported:
Increased HRT prescriptions, particularly for body-identical oestradiol and micronised progesterone.
Earlier presentations, with women seeking advice during perimenopause rather than waiting for severe symptoms.
More confident self-advocacy, with patients requesting specific preparations or questioning outdated guidance.
Demand pressures, including temporary shortages of certain HRT products.
Clinicians have noted that consultations are more informed, but also longer and more complex, as patients often arrive with detailed questions shaped by documentaries and social media discourse.
Reduced stigma around menopause.
The conversation is now public, normalised, and intergenerational.
Improved symptom recognition.
Women report linking brain fog, mood changes, sleep issues, joint pain, and libido changes to perimenopause earlier.
Better quality of life for many.
Access to appropriately prescribed HRT can dramatically improve daily functioning for those who benefit.
Policy attention.
Government and health organisations have been pushed to update guidance, improve training, and review prescription costs.
While broadly positive, the Davina effect also brings challenges:
Over-simplification of risks and benefits.
Advocacy-led narratives may not always capture clinical nuance. HRT isn’t suitable for everyone, and not all symptoms require medication.
Pressure on clinicians.
Some GPs feel patients expect HRT as the automatic solution, creating tension when risks or contraindications exist.
Supply issues and inequality.
Increased demand has highlighted disparities in access, especially for women in rural, deprived, or overstretched healthcare regions.
Risk of misinformation.
Social media discussions sometimes blur lines between licensed HRT, compounded hormones, and non-evidence-based alternatives.
The Davina effect brought menopause medicine into the open, but sustainable change requires:
Consistent, balanced communication about HRT’s real benefits and risks.
Better menopause training for GPs, nurse practitioners, and pharmacists.
Holistic care, recognising that lifestyle, mental health, and comorbidities are part of the picture.
Shared decision-making, ensuring treatment choices align with each woman’s symptoms, health status, and preferences.
HRT prescribing has entered a new era. The Davina effect has empowered millions of women to seek help, question outdated narratives, and advocate for better care. While the surge in awareness brings challenges, it has ultimately driven a cultural and clinical shift toward more open, evidence-based menopause care.
The conversation has changed—and with it, the future of women’s health.
