HOT CONVERSATIONS

Challenge:
Centrum is launching a new line of Menopause Support Products in an already crowded and confusing space. Meanwhile, 27M women experience menopause at work, but less than ¼ of them receive support at work. (WTF!?) Most people don’t even TALK about menopause at work.

Strategy:
Normalizing this important conversation and creating a culture of understanding and support — empowering women to see menopause as an era of confidence to be celebrated.

Idea:
Drop the first-ever workplace training video about menopause. For centuries women have worked through uncomfortable symptoms in silence and still 👏🏼got👏🏼it 👏🏼done with zero support. Until now. In a 2-min “edutainment” video set in a workplace breakroom, Lisa Ann Walter welcomes employees to Hot Conversations!

Through lighthearted humor and hard-hitting facts, Lisa raises awareness about the challenges and cost of working through menopause symptoms without support, the invaluable impact these women have in the workforce, and helpful resources/products online.

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CLIENT: Centrum
ROLE: Creative Director
FOCUS: Campaign
CREATED AT: Edelman