Propaganda Brand Consultancy has joined forces with menopause product marketplace GenM to draw attention to its new symbol the MTick, fronted by Olympic gold medallist Sally Gunnell OBE, Gen M CEO and co-founder Heather Jackson, model and influencer Rachel Peru and counsellor Emma Neville.
Entitled ‘Live your best menopause’, the month-long campaign will run throughout October and features six vibrant adverts which bring this vision to life showing menopausal women embracing life and feeling like themselves.
An extensive out-of-home campaign will include digital six-sheet and 96-sheet billboards across key locations that target consumers.
A Menopause Day (18 October) campaign will feature on iconic billboards including London’s Leicester Square, as well as a front and back cover wrap on the Metro newspaper.
Highlighting words that aren’t typically associated with midlife and menopause, each ad demonstrates that improving visibility from brands and retailers can help women feel this way.
Gen M CEO and co-founder Heather Jackson said: “We have worked closely with Propaganda for over three years and we are absolutely delighted with the October campaign they have delivered for us this year. At GenM we are all about the power of the Collective and this campaign really demonstrates the amazing impact that can be achieved when brands and retailers come together to improve visibility of menopause and to change the rhetoric.”
“We are determined to make the MTick as recognisable as the vegan V and to have a legacy as purposeful as BCorp. We are transforming how menopause is perceived and supported across society – a rhetoric of thriving instead of one of fear.”
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“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 campaign is sponsored by members of Gen M’s partner collective including Boots, Holland and Barrett, Matalan, Tesco, QVC and television commercial. The logos will be displayed in the adverts, signalling their commitment to deliver trust and choice to consumers through designated in-store spaces.
Propaganda managing director Laura Kynaston said: “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.”
“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.”
