NEW BLOOD : REFINERY 29 X THE CASE FOR HER

Brief:

Reposition menopause and reposition the topic as something affecting all ages. Develop an innovative campaign, branded content piece or series, or event (or event series) that tackles the lack of awareness of menopause, the issues surrounding it and social stigmas, this must include 3 sets of promotional pieces.

Concept:

The Concept for my campaign is all around not tackling the Menopause on your own, with the strapline ‘It’s not just about the ‘me’ in Menopause it’s about the ‘us’. The campaign is named ‘My menopause Partner’ and tackles teaching your partner, friend, son/daughter about the symptoms to look out for in order to build a better support network for you both.

With the task being a collaboration between Refinery 29 and The Case For Her I decided to do some research on both companies. The brief relies on accurate and honest information which is what both brands are praise themselves on therefore I decided to also perform some primary research on the topic of Menopause to establish some starting points.

Above is a creative customer profile for Refinery 29, with the brief targetting all ages I wanted to target a female who has not yet been through the Menopause yet but may have friends and family members who have been or are currently going through it, and wish to support them.

I decided to create an app as one of the creative outputs of this brief. I wanted to create something in which everyone can use, a place in which you can get accurate easy to read information about the symptoms of menopause. I also want to create a place for stories of not just menopausal women but places for stories of men and women who have struggled with coping with this change in their loved ones as they had no real understanding of the menopause with tips from them as well as things they believed helped.