The Challenge: This campaign is based off the creative brief for the D&AD New Blood 2021 Competition. The task was to reposition menopause in society, breaking away from the simplified version normally portrayed by mainstream media to be a taboo. We need to help Refinery29 and The Case For Her combat the lack of knowledge around menopause and how if affects women, trans-men, and the non-binary population.
The Strategy: Even though everyone with a uterus goes through menopause, most know nothing about it because the people who came before them viewed talking about menopause as a taboo. As a condition, it is far less medically researched than other mid-life health issues for the same reason. We owe it to the next generation to be open about it - just as much as we owe it to ourselves.
Everyone benefits from open discussion. How can we get all generations involved?
Case Study Video
The UTERUS Site
UTERUS is a blog-oriented platform for people going through menopause to write about their experiences, and for those about to go through menopause to learn about what’s to come. It will be available through the Refinery29 site and will involve a newsletter people can opt-in to.
People can take a quick quiz about what stories they’re looking for based on their situation and demographic.
Users can find stories written by people who are going through menopause and want to share their stories to vent and pass on knowledge those younger than them.
Each post will have the option to save the story for their loved one when they need it in the future. Additionally, each post is tagged marking the story to help users find stories that would benefit their situation and demographic.
Viewers can write comments in order to show their support and share a piece of their story.
The example blog page.
Merchandise
The more you post, you get a discount on merch to spread the word.
You can also buy merch for you and your friends--all proceeds go to the International Menopause Society and the Global Fund for Women.
