DESIGN

From initial sketches, three designs were mocked up and tested with a focus group of women in the target audience age group.

The concept “Let’s Talk” scored the highest (19/20) during this process.

• over 90% reported that the message is engaging

• 97% stated the idea was fairly or perfectly clear

• 97% felt it communicated in a positive way with women approaching menopause Some of the feedback:

“This is engaging and makes me feel like it’s ok to talk about menopause”

“Love the message behind this and the use of real people and their comments.

“Like the colours and the range of who is displayed (shows all women are affected and it’s normal)”

“This is very positive and engaging...encourages women to discuss the wide variety of symptoms and levels of impact that menopause can have.”

“Open, inviting, women like you and me.”

“I think relatability is the key concern for this topic. The images used felt relatable. They hit the mark. They arre women in everyday jobs and who you would see walking down the street. The heading “Let’s Talk’ helped to portray that perimenopause and menopause is normal and natural and should be discussed not hidden away.”

“Positive, colourful, friendly like a chat with your friend or mum. Because of this, I can imagine this campaign being part of our future for a long time to come. At least until menopause is part of the normal”

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