Holland & Barrett is opening up discussion around female health with a campaign that sheds light on the realities of the menopause. In addition to challenging long-standing taboos, it’s presenting authentic female perspectives that are often missing in advertising. We explore the insights behind the ad and how it offers a space for underrepresented topics within the media.
The campaign was created in response to Transport for London's (TfL) 'The Women We See' contest which encouraged brands to reflect on the diversity of women in the city. Holland & Barrett’s 'Me.No.Pause' campaign by creative agency Pablo won the contest and was awarded £500,000 worth of ad space across London's transport network. Featuring a range of women discussing the challenges associated with the menopause, the ad refers to the loss of femininity, identity and self – and positions the healthcare retailer as a source to remedy physical and emotional symptoms. "We hope this campaign will give all these amazing women the confidence to talk about what they are going through and seek advice or tips on how to alleviate any symptoms if needed," said the brand's chief marketing officer Caroline Hipperson.
This advertisment has been considered as ‘the last taboo’ topic to have been addressed. With the desire of combining their instore experience, having offered menopause training to their staff, with their public facing advertisements, Holland & Barrett has confronted the realities of the menopause with an authentic approach. Hipperson also considers the reach and company aims with this campaign, stating, "By partnering with City Hall and TfL we will now be able to convey this message on over 31m journeys. We hope this campaign will give all these amazing women the confidence to talk about what they are going through and seek advice or tips on how to alleviate any symptoms if needed."
City Hall found that just 26% of women feel ads in London are relevant to them, and 55% of women over the age of 55 feel invisible to advertisers – yet people want to see real representations from brands. With half of UK women going through ‘the change’ without seeing a health professional, the ad aims to empower them, giving them the confidence to take action. Brands are increasingly shining a light on sensitive or taboo topics; Maltesers has used humour to tackle the menopause and lesbian dating, Swirl is opening up dialogue around mental health, and Megababe’s products focus on previously stigmatised areas of women’s health.
