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GenM, "The Menopause Partner for Brands," has launched a new OOH campaign to commemorate Menopause Awareness Month.
Helmed by agency Propaganda, the new initiative hopes to inspire women to "Live Your Best Menopause," through a series of captivating OOH spots.
Here, the organization spotlights the "MTick," or its universal shopping symbol to label menopause-friendly products.
In one spot, an elderly woman dons her smile, as the text "Authentick" and the MTick logo grace the image. In another, a couple shares a steamy kiss, with the copy "Erotick" written above the same logo.
Notably, these spots also feature six renowned women going through their own unique menopause journey. Some of these include:
- Olympic Gold Medallist Sally Gunnell OBE
- GenM CEO and co-founder Heather Jackson
- Model and influencer Rachel Peru
- Menopause counsellor Emma Neville
With witty wordplay and imagery that makes you think, the latest campaign from GenM not only sparks conversation surrounding their advocacy, but also builds emotional engagement from its audience — a marketing strategy sure to build brand awareness.
An Empowering Message
"Live Your Best Menopause" came about when research from the organization revealed that only 5% of women in menopause feel like they're "thriving."
Meanwhile, an estimated 94% want to shop for clearly signposted and labeled menopause-friendly products.
GenM saw this as an opportunity to highlight the benefits of MTick, as it can aid women in their menopause stage to feel empowered with their purchases and "live their best menopause."
"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," GenM CEO Heather Jackson said in a statement.
Jackson continued, saying that with this campaign, GenM is taking one step closer to this empowering future.
Meanwhile, Propaganda Managing Director Laura Kynaston reinforced Jackson's statements, saying the campaign needed to reflect GenM's evolving role and rapidly growing impact within the menopause space.
"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," Kynaston concluded.
Propaganda recently worked with Powershed for a "Powerfully Simple Rebrand."
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