Catalyst, the Toronto-based studio for woman-identifying creators, and Knix Fund, a giving program from category defining intimates brand Knix, have announced the first feature documentary to be produced under the Docs for Change Project. The initiative, which was unveiled at the 2023 Banff World Media Festival, backs and produces women-centric feature documentaries that embody the principles at the core of both the Knix and Catalyst brands: to create more opportunity for women by amplifying their voices and inspiring change.
The Pink Pill, created by Abby Greensfelder’s Everywoman Studios, has been named as Docs for Change’s first project. The film, billed as “a wildly entertaining romp into the world of sex and science”, takes a deep dive into the taboo topic of women’s sexual health. It follows the trailblazers - and detractors - behind the unrelenting quest to find a solution for women wanting libido support, or a “little pink pill”; overcoming endless roadblocks in an industry with several FDA-approved drugs for men’s sexual pleasure and almost nothing for women.
Award-winning director, Aisling Chin-Yee, whose debut feature documentary No Ordinary Man premiered to critical acclaim at the Toronto International Film Festival, is set to direct the film. Aisling said: "Right now, more than ever, women and gender-diverse folks need to control the narrative about our bodies. Sexual health and desire should not be an embarrassing topic, so we're hoping this documentary ignites a much-needed conversation."
Catalyst founder Julie Bristow said: “It would be difficult to design a project better aligned with Docs For Change’s mission and ambition than The Pink Pill. It’s a brilliant David-and-Goliath story - told by women - about women’s access to the healthcare they want and need. Although the doc looks at the story of a so-called female Viagra, it tells a much larger story about women’s healthcare and why it still isn’t given the same attention, funding and status as men’s. We were so impressed with the quality of the pitches that came into Docs For Change that we’ll be looking to develop additional projects in the coming months.”
Joanna Griffiths, founder and president of Knix, said: “As soon as I heard The Pink Pill story, I felt strongly that shedding a light on this subject would help us make a lasting impact on some of the overlooked issues affecting women’s sexual health and spark much-needed conversations. I can’t wait to share this impactful untold story with the world and give it the attention, focus and financial backing it deserves. This story also hit close to home for me as it reveals what female founders are up against when creating women’s health focused companies.”
Abby Greensfelder, founder and CEO of Everywoman Studios, said: “For centuries, women have suffered in silence, their health and sexual experiences overlooked and understudied. Now, for the first time, a new generation of women doctors, innovators and influencers are speaking up. Menopause and women’s health are having a moment. The Pink Pill can be that loud, buzzy rallying cry to inspire change.”
A former network executive and production company head, Greensfelder launched full-service media company Everywoman Studios in 2019 to address the gender gap in the entertainment ecosystem. The studio specialises in female-focused, female-driven stories that deliver positive culture impact. Everywoman’s first feature documentary, LFG for HBO Max and CNN Films, chronicles the US Women National Soccer Team’s fight for equal pay. Her most recent film, Uncharted, which follows Alicia Keys’ She Is The Music programme, premiered at Tribeca in 2023. Greensfelder also founded and runs Propelle, an accelerator programme for female creators, in partnership with Realscreen.
The Docs for Change Project reunites Griffiths and Bristow, who worked together at CBC in the early 2000s and have continued to support each other’s entrepreneurial endeavours. Both women, together and separately, invest in early-stage companies helmed by female entrepreneurs.
The documentary is in production with Sphere Media and will be distributed worldwide by Sphere Abacus.
