Client
Well One

Where it came from
This project started with a suggestion I made, having a fairly personal interest in the subject. Menopause was beginning to get more coverage in the media, but in Tower Hamlets, one of London’s most diverse boroughs, the conversation was barely happening at all. When we spoke to health partners they were immediately on board. There was clearly a need.

The insight
Menopause is taboo enough. Add cultural stigma and language barriers into the mix, and many women were suffering in silence or being dismissed when they did speak up.

We ran a survey to understand what women already knew and what they wanted to know. The results were striking.
11% of surveyed women said they did not know what menopause was.

We also knew that reaching one informed woman often means reaching many more. Women talk to each other. If we could give them the facts and the confidence to seek help, that knowledge would spread.

What we made
A campaign built around workshops, digital content and printed resources, all under a brand that was warm, inclusive and recognisable. The name Think Menopause was created to do two things: reduce the stigma around saying the word out loud, and signal that this was a space for information and support, not judgment.

Working with expert partners, we created factual content designed to be shared, signposting women to the right support and giving them language to use when talking to their GP.

The outcome
Primary Care health partners reported an increase in women approaching their GPs and attending menopause support services following the campaign. Listening to women at the workshops made it clear how much this mattered, and how easily some of them had previously been dismissed or ignored when they tried to seek help. Hopefully some things changed for the better.