Adrian J Cotterill, Editor-in-Chief
Propaganda Brand Consultancy has delivered a powerful Above-the-Line (ATL) campaign for GenM, Home of the MTick and Menopause Partner for Brands. Running throughout this October World Menopause Awareness Month, the campaign inspires and empowers women to thrive through their menopause journey by bringing attention to GenM’s game-changing MTick – the universal shopping symbol that signposts menopause-friendly products.
Heather Jackson, CEO and co-founder of GenM 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. 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”.
Independent research from GenM reveals that shockingly only 5% of women in menopause feel they are ‘thriving,’ while an overwhelming 94% say they want to shop for clearly signposted and labelled menopause-friendly products.
GenM believes this life stage should be a time to thrive not fear – and with the MTick providing better visibility (in-store, on packaging and online) of products that can support the signs of menopause, women are empowered with the choice, opportunity and confidence to live their best menopause.
The month-long campaign features six vibrant advertisements that bring this vision to life, showing menopausal women feeling like themselves again and embracing life. Highlighting words that are not typically associated with midlife and menopause, each ad demonstrates that improving visibility from brands and retailers can help women truly feel this way. Words like Energetic, Unapologetic, Erotic, Athletic, Authentic and Optimistic are how many women in midlife say they once felt, and GenM is empowering them to feel this way again. And with clever spelling emphasising the MTick, the ads highlight how the ground-breaking symbol helps women confidently shop for products that support their menopause journey.
The campaign proudly features six women who each have their own unique menopause journey and are finding ways to thrive in this life stage, showcasing their inspiring stories of strength and empowerment. Some of the famous names include:
- Sally Gunnell OBE, an Olympic Gold Medallist with a powerful story of navigating early menopause while continuing to advocate for women’s health and fitness.
- Heather Jackson, CEO and co-founder of GenM, whose personal journey through perimenopause exposed the lack of support available, driving her and co-founder Sam Simister to create GenM – uniting responsible brands and retailers to provide choice, trust and control for menopausal consumers
- Rachel Peru, a model and influencer, Rachel began her modelling career in her 40s, demonstrating that midlife can be a time for fresh starts and new opportunities
- Emma Neville, a counsellor and menopause coach, whose experience of early menopause at 39 inspired her to found of “This Is Me,” an uplifting community created to support menopausal women.
The ‘Live Your Best Menopause’ campaign will run throughout October, with an extensive Out-of-Home presence, including digital 6-sheet and 96-sheet billboards across key locations, particularly targeting commuters. Taking things a step further, on World Menopause Day (18th October), the campaign will feature on the UK’s most iconic billboards, taking over huge screens at London’s Leicester Square. Extending the reach even further with a full front and back cover wrap on the Metro newspaper and banner ads on Metro.com alongside an online takeover of Daily Mail’s Femail section, World Menopause Day will see this important conversation brought to millions of women.
Laura Kynaston, Managing Director at Propaganda 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. 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.”
The campaign is sponsored by 20 key members of GenM’s Partner Collective: Boots, Holland & Barrett, Matalan, Tesco, QVC, Biocare, Charles Worthington, Colgate, Elle Sera, ESPA, Issviva, Menopace, Nioxin, Replens, Revive Collagen, Sanex, Simba, TENA, Viviscal, Wild Nutrition. Their logos will be displayed in the ads, signalling their commitment to bringing visibility to the menopause whilst delivering trust and choice to consumers through designated in-store space and MTick product signposted.
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