Out-of-home media owner Clear Channel is marking World Menopause Day with a new, educationally-focused campaign to raise greater awareness of the issue.
Developed by female-founded, queer creative agency Improper, the work sets out to normalise the menopause, break down taboos and dispel stereotypes by highlighting some lesser-known symptoms.
Running across out-of-home, Instagram and Facebook, the campaign will be centred around a series of digital billboard executions that all feature light-hearted takes on the menopause.
“Menopause is often trivialised and brushed aside in society, or simply seen as a joke,” said Improper creative director, Nicky Thompson.
“Frequently dismissed and reduced to ‘hot flushes’ or ‘the change’, it goes hand in hand with the invisibility of older women in our society… but that’s another campaign!”
“The 93% of women asking for more conversation and education in this highly personal and emotional area was the catalyst of the campaign concept; educate, educate, educate!”
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She continued: “As someone who is going through this journey themselves, spending time and exchanging diverse stories and experiences is essential. I hope this campaign will shift perspectives on something that affects half of the UK’s population.”
Developed in partnership with three partner organisations – The Menopause Charity, Black Women in Menopause and Menopause Café – the campaign’s message will be amplified nationwide via Clear Channel’s screens.
Working with Improper, the awareness push kept inclusivity front and centre and showcases a diverse range of women and experiences, depicting ten scenarios in all. A dedicated website includes real menopause stories and links for support.
Clear Channel senior internal comms manager, Sarah Goslin added: “Out of home is the perfect medium to help break the taboo and at Clear Channel, we were keen to spark this long overdue conversation within the communities we serve, using our public screens nationwide.
“The ‘Educate Yourself’ campaign, anchored in real stories and experiences, has also resonated with our colleagues, some of which have bravely decided to take part. I have yet to see menopause spoken about with such tenacity, vibrancy, and realism and together with Improper, we hope this bold campaign will shift the needle on education and awareness.”
