The Pink Pill presents the untold story of the fight for a female Viagra.
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 opportunities for women by amplifying their voices and inspiring change.
The Pink Pill, created by Abby Greensfelder’s Everywoman Studios, has been named 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 endeavors. 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.
About Catalyst
Catalyst is a mission-driven, for-profit business dedicated to catalyzing the creation of commercially viable content for an underserved global market by powering women creators and investing in their ideas. Catalyst partners with women creators and producers to advance their projects from inception through to full monetization of content. The company invests strategic, business and creative power in the best ideas, with the aim of ensuring they are realized.
Catalyst joins forces with global production and distribution companies to produce select content. The company is in post-production on Paid in Full, a 3-part docuseries for BBC and CBC with Green Door Pictures, Zinc Media and Abacus Media Rights; and recently collaborated with Blue Ant Media to produce and distribute the factual comedy hit I Have Nothing for Crave Canada.
About Joanna Griffiths
Joanna Griffiths is the Founder and President of intimate apparel and activewear brands Knix and Kt by Knix. Since launching the company in 2013, Joanna has been credited with helping invent the leakproof underwear category, which is considered the fastest growing segment within intimate hygiene and has changed the lives of millions of people around the world.
Joanna broke the Canadian record for the largest publicly disclosed sale of a private company by a solo female founder when Swedish health and hygiene Giant Essity purchased 80% of Knix in 2022. Always one to push for greater change, when asked about the record Joanna shared she hopes it’s a title she holds for a short period of time and can’t wait to cheer on whoever holds it next.
Joanna’s long list of accolades include Waterstone’s Most Admired CEO and Women of Influence’s Entrepreneur of the Year, an AdWeek Women Trailblazer and in 2023 was named Canada’s EY Entrepreneur Of The Year® and represented Canada for the Global title. Joanna holds an MBA with Distinction from INSEAD, sits on the board of the Toronto International Film Festival, and Futurpreneur Canada. She also holds multiple patents and released her first book “Life After Birth” via globally renowned publisher Rizzoli in 2021 and her first children’s book “Some Periods” in 2023.
About Everywoman Studios
Everywoman Studios is a full-service media company, dedicated to women-fuelled content that can create positive cultural impact. Founded in 2019 by veteran producer Abby Greensfelder — creator of global hits including Say Yes to the Dress and The Last Alaskans — Everywoman Studios currently has a range of non-fiction projects by women creators in development and production across multiple networks and streamers.
About Knix
Founded in 2013 by Joanna Griffiths, Knix is the leading inclusive leakproof intimates and apparel brand in North America. Through innovative design, rigorous product testing and a community-first approach, Knix, and teen brand Kt by Knix, are designed to empower people at every age and every stage to live unapologetically free. The industry-disrupting bestsellers range from underwear, shapewear, activewear, loungewear, swimwear and bras available up to 44H.
For more information visit knix.com or follow @knix and @ktbyknix on social media.
The Knix Fund
Our new focused giving program is inspired by our community and fueled by our passion to build a better tomorrow. The Knix Fund was developed out of a desire to build a community of giving that supports the causes and initiatives that mean the most to our internal and external stakeholders.
About Aisling Chin-Yee
Aisling Chin-Yee is an award-winning producer, writer, and director. She won the Directors Guild of Canada award for directorial achievement in a mini-series for the CBC’ Plan B; was celebrated as one of DOC NYC and HBO Documentary’s 40 Under 40 and named one of Canada’s Rising Film Stars by Now Magazine and The Montreal Gazette. New Yorker Magazine hailed Aisling’s feature documentary, No Ordinary Man, as one of the Best Movies of 2021. Her feature film directorial debut, The Rest of Us, starring Heather Graham (Boogie Nights, The Hangover), Sophie Nélisse (Yellow Jackets), and Jodi Balfour (For All Mankind), premiered at the 2019 Toronto International Film Festival.
About Sphere Media
Sphere Media is one of Canada’s top 5 content production companies with offices in Montréal and Toronto, Quebec City and London. The company recently acquired global distributor Abacus to create Sphere Abacus, the commercial arm which now represents its award-winning television series, feature films, documentaries, animation and kids shows. The company has produced a catalogue of hundreds of projects in all genres, from scripted, documentaries, reality, game shows, magazines and variety programs that continue to win critical acclaim, honours and audiences around the world. Recent scripted TV productions to have been honoured on the international awards circuit include gender-fluid sitcom Sort Of (CBC/HBO), crime drama Cardinal (CTV/BBC), medical soap Transplant (CTV/NCBU), Black history drama The Porter (CBC/BET+) and coming-of-age thriller Trickster (CBC/Sky/Sundance-AMC. Recent stand out successes include the cult adult animated series Red Ketchup and live action kid’s series Riley Rocket, documentaries Storm the Skies 911 and 100 Days to Victory (BBC) and soon to be theatrically released premium access feature doc, Monkey on A Stick: Murder, Madness and the Hare Krishnas.
About Sphere Abacus
Sphere Abacus is the distribution arm of Sphere Media operating alongside the company’s highly successful production business. In addition to working with Sphere Media production companies, Sphere Abacus acquires and distributes a diverse slate of premium, multi-genre programming in the international market. At the same time, the company also works with independent producers to facilitate pre-sales and development finance as well as broadcaster commissions. Embracing a fully transparent reporting ethos throughout, SA focuses on building strong client relationships and generating positive solutions at every stage of the process, from initial financing to worldwide broadcast to successfully deliver scripted and non-scripted entertainment that counts to a global audience.
Further details: www.sphere-abacus.com
For further information, please contact:
Cheryl Clarke at Mushroom Media on:
Tel: +44 (0)7939554109
E: cheryl@mushroom-media.co.uk
Knix Contact Information:
Knix Media Relations – Press@knix.com