Refinery29 Menopause Campaign

Team

Kimberly Heard - Account and Strategy, Adam Dubrueler - Art Director, Aubrey Estes - Copywriter, Thomas Freeman - Strategy

Ask

Reposition menopause and highlight how its absence from mainstream media is detrimental to women, trans men, and non-binary people of all ages.

Opportunity

When people begin to menstruate, they’re told, “Welcome to womanhood.”

This language sets up a negative connotation for menopause, diminishing the self-worth of older women and women who experience menopause early. Have women at the end of their menstruation lost their womanhood?

This phrasing also excludes trans men and non-binary people from the conversation. When they begin menopause, they’re uniquely left to stumble in the dark.

Insight

To destigmatize menopause, and make the conversation more inclusive, we need to reframe “womanhood” as “uterinehood,” starting from the beginning.

Strategy

Show that menopause isn’t the end of womanhood. It’s one of many stages of uterinehood.

Concept

An experiential app to enlighten users on all stages/aspects of uterinehood, from menstruation to menopause.