ABOUT

Getting real about menopause: challenging the status quo with a straight-talking global health campaign.

When a global pharmaceutical brand wanted to position themselves as a thought leader within the space of women’s health, starting with an evidence-based campaign around menopause, I was brought in to develop the creative strategy and campaign identity.

With conversation and awareness differing across geographies, and attitudes towards older women, cultural taboos, and misinformation often presenting an image of ‘the menopausal woman’ that was something to dread, we needed an adaptable campaign that would cut through the noise  and build brand equity in a crowded women’s health marketplace — a space often dominated by beauty brands.

The ‘Get real...’ campaign line was a way of challenging misconceptions and presenting facts in an accessible, conversational, and no-nonsense way.

​​​​​​​For the campaign brand, a speech bubble logo lock-up provided a familiar visual reference that transcended language and geographies. While the campaign’s anthropomorphic ‘talking heads’ illustrated difficult-to-communicate symptoms in an abstract, fun, yet still very human way, enabling the campaign to spark conversations and confront misinformation in a uniquely upfront way, challenging the status quo in many territories globally.

Direct, straight-talking headlines and copy addressed preconceived notions, as understood through the insights work and focus groups, and signposted people to a place where they can access facts and stories of others like themselves. It’s a jargon-free approach, urging people to explore — and educate themselves — about the realities of menopause.