Propaganda is behind a new out of home campaign for Menopause Awareness month.
Live Your Best Menopause has been commissioned by GenM, which is behind the MTick menopause shopping symbol.
“We are determined to make the MTick as recognisable as the vegan V and to have a legacy as purposeful as BCorp,” explained Heather Jackson, CEO and co-founder of GenM.
“We are transforming how menopause is perceived and supported across society – a rhetoric of thriving instead of one of fear. And with our game-changing MTick, we are empowering women to shop with confidence, trust and choice, improving their lived experience of menopause. Women in this life stage deserve to, and are demanding to, live their best menopause! With this campaign, we are taking one step closer to this empowering future.
The month-long campaign has been created to inspire and empower women, as well as drawing attention to menopause-friendly products.
The 6 ads will highlight words not usually associated with midlife and menopause – Energetic, Unapologetic, Erotic, Athletic, Authentic and Optimistic – and the how the organisation is empowering women to feel this way again.
It features half a dozen women who have their own unique menopause journey including Sally Gunnell OBE; Heather Jackson, CEO and co-founder of GenM; Rachel Peru, a model and influencer; and Emma Neville, a counsellor and menopause coach.
They will run on digital 6-sheet and 96-sheets targeting commuters, with a Leicester Square takeover on World Menopause Day (18th October), as well as a full front and back cover wrap of the Metro newspaper and banner ads on the paper’s website and a takeover the Daily Mail’s Femail Section.
“This campaign needed to reflect GenM’s evolving role and rapidly growing impact within the menopause space. When we first began working with GenM, our goal was to establish them as a pioneer in the menopause market and capture the attention of key industry stakeholders,” added Laura Kynaston, Managing Director at Propaganda.
“Today, they have reached a new level of influence, having gained the respect and trust of the industry. Now partnered with over 100 brands and with MTick signposting widely adopted across some of the nation’s most recognisable retailers, the focus has shifted. This Menopause Awareness Month, the campaign is about reaching the wider public and sending a clear message to women that they deserve to be seen, valued, and supported by the brands they rely on every day. And through the ads’ empowering messaging, GenM and their Partner Collective are changing the rhetoric from ‘fear’ to ‘thrive’. It’s been incredible to witness GenM’s journey, and we’re proud to continue playing a part in it.”
