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.