MENOPAUSE affects half of the population directly, and the other half inderectly. Despite of this, it remains a TABOO that stigmatises women, trans-men and non binary people.
Today’s western perception of the menopause is deeply rooted in the past. Victorian physicians viewed menopause as a sign of sin and decay, and Freudian psychology treated it as a neurosis. Women used to get locked up at the first signs of menopause. Nowadays, menopausal women face a different kind of exclusion: invisibility.
The Creative challenge proposed by 'Refinery 29' and 'The Case For Her':
Reposition menopause and highlight how its absence from mainstream media is detrimental to women, trans-men and non-binary people of all ages.
My solution to the challenge: an integrated campaign aimed to break the stigma around menopause. Normalising it, building a community and challenging common misconceptions rooted in Victorian perceptions.
A series of touchpoints designed to reach and engage all layers of society.
To ensure effective awareness, I looked at the masters of mass production news: tabloids. The campaign kicks off with a street event where newspapers are distributed in mass. A memorable and unusual call for action.
Other touchpoints include street banners, merchandise at major retailers, web and social media content, an app and a podcast.
Full publication here:
