Bauer Media Outdoor and Improper Agency launch nationwide awareness campaign 鈥楨ducate Yourself鈥�
14 Oct 2024 / Platform for Good, Our People, Campaigns, News
A new Out of Home campaign for World Menopause Day seeks to normalise menopause, dispel stereotypes and break down taboos by highlighting some of the lesser-known symptoms and taking a lighthearted approach.
Bauer Media Outdoor and Improper Agency joined forces to launch 鈥楨ducate Yourself鈥�, a nationwide campaign raising awareness of menopause and its diverse signs and symptoms.
Menopause is a serious and life-changing transition that is estimated to affect 30% of women in the UK at any one time. Research found 93% of women felt they would benefit if friends and family were more informed about menopause, 3 in 4 people believing that menopause remains a taboo subject (Gen M). The campaign aims to destigmatise menopause and increase knowledge, as with knowledge comes change.
Inclusivity is central to the campaign and Educate Yourself features a range of individuals who have diverse experiences of menopause, including Sheree Hargreaves, who experienced early onset menopause aged 15, Emma Livingstone, founder of Up 鈥� The Adult Cerebral Palsy Movement, Zeph Churchill, former nurse turned comedian with a menopause-focused comedy show, and Ola Fagbohun, a mid to older life women鈥檚 health practitioner, as well as several of Bauer Media Outdoor employees.
The campaign explores ten scenarios, each highlighting a different symptom of menopause through lighthearted and sometimes absurd scenarios. Lesser-known signs, including cold flushes, nail changes, digestive issues, heart palpitations and burning mouth syndrome, are shown in the campaign.
Educate Yourself will be shown on Bauer Media Outdoor鈥檚 digital Out of Home digital screens nationwide from 14 October in anticipation of World Menopause Day on 18 October.
The campaign has been developed in partnership with The Menopause Charity, Black Women in Menopause and Menopause Caf茅 to drive awareness of where people can find information and support for menopause.
A campaign will go live alongside the campaign, including information on the various signs of menopause, links to resources and stories from those featured in the campaign.
Sarah Goslin, Senior Internal Communications Manager at Bauer Media Outdoor, said: 鈥淥ut Of Home is the perfect medium to help break the menopause taboo, and at Bauer Media Outdoor, we were keen to spark this long overdue conversation within the communities we serve, using our public screens nationwide. The 鈥楨ducate Yourself鈥� campaign, anchored in real stories and experiences, has also resonated with our colleagues, some of whom have bravely decided to take part. I have yet to see menopause spoken about with such tenacity, vibrancy, and realism, and together with Improper, we hope this bold campaign will shift the needle on menopause education and awareness.鈥�
Nicky Thompson, Creative Director at Improper, said: 鈥淢enopause is often trivialised and brushed aside in society, or simply seen as a joke. Frequently dismissed and reduced to 鈥榟ot flushes鈥� or 鈥榯he change鈥�, it goes hand in hand with the invisibility of older women in our society... but that鈥檚 another campaign! The 93% of women asking for more conversation and education in this highly personal and emotional area was the catalyst for the campaign concept; educate, educate, educate! Through a playful approach, the campaign asks everyone to 鈥淓ducate Yourself鈥� as destigmatisation is long overdue. We all need to know more, because with knowledge comes change. As someone who is going through this journey themselves, spending time and exchanging diverse stories and experiences, I hope this campaign will shift perspectives on something that affects half of the UK鈥檚 population.鈥�
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