THE BRIEF

WHAT

The Sisterhood is a seed campaign intended to grow into a global network of women connected by their gender and their lived experience of being female. It aims to create a sense of belonging, and solidarity by being a resource of collective wisdom and support.

WHY

Women make up more than 50% of the global population and all woman who reach the age of sixty will go through either natural or medical menopause. Research shows that between 40% (Avon, 2020) and 65% (Marlatt etal., 2018) of women are unprepared for menopause. One of the main reasons for this astonishingly high figure is the lack of dialogue aimed at premenopausal women.

WHO

The primary target audience is women of midlate child-bearing age up to post menopausal age. Broadly speaking, women 30+. While women under 30 are a secondary target.

WHEN

Key launch dates include:

• 11 October 2020 World Perimenopause Day • 18 October 2020 World Menopause Day • 8 March 2021 International Women’s Day

The campaign is on-going and adaptable. Each time a new partner or sponsor joins the network is a new opportunity to reach a new audience sector via the sponsor’s touchpoints and membership/audience.

WHERE

With funding from the Australian Government Department of Health and Aging, and strategic media and campaign sponsors, the Let’s Talk campaign will appear nationally on digital, print, transport and retail platforms with brand extension lines such as apparel, stationery, electronics and homewares.

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Menopause is still a taboo subject for ‘polite’ conversation, especially in workplaces where women - and men - are oft en too embarrassed to talk about it.

Grandey et al., 2020