The Hot Drop

THE BRIEF Destigmatise menopause to a millennial audience through education, especially perimenopaise and gender identity.

THE INSIGHT Language changes meaning as we age. Being ‘hot’ is sexy until it becomes a symptom.

THE SOLUTION

STAGE 1: The Promotion

STAGE 2: The Reveal

STAGE 3: The Movement

A highly publicised ambiguous online ‘drop’ called The Hot drop held on the 18th of October 2021.

On the day it is revealed to be an online event in celebration of menopause and redefining the word ‘hot’.

The event sparks a call to action among millennial and young people to reclaim the word hot in pop culture.

THE PROMOTION

chrisdechris It’s Kanye’s new project 12h

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simon.james I bet it’s Dua Lipa’s album drop binsprout @simon.james Is it cus her last was during quarentine?

jessica_h What happens when it drops? its.matty.j @jessica_h I think its a merch drop?

Heard it’s part of supreme’s next collection

amidala_101 I’m so exciteddddddd 9h

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THE REVEAL

THE MOVEMENT The call to action for participants to reposition menopause in the youth cultural sphere as ‘hot’ will lead to a long term cultural shift in perceptions of menopause, and female sexuality.

Millennials will apply the mark wherever the word ‘hot’ is used to broaden the association of sexuality with menopause to the wider public.