In this piece, Naomi Watts shares an authentic conversation about the shame she felt going through premature menopause, and how she hopes to help women overcome similar challenges with her book Dare I Say It.
Our goal with this video was to help shift public perception by reducing stigma and normalizing conversations around menopause. By having Naomi Watts as the face of menopause in this video, we provided a familiar and accessible avenue for discussing an uncomfortable topic for many people. By spotlighting Watts, we aimed to validate women’s health experiences as they age and bring greater visibility to the often-taboo subject of menopause.
By creating this widely shared and engaged social-first video, we raised awareness, started community conversations, and promoted frank doctor-patient discussions, furthering the ultimate goal of removing fear around this new life stage for women. Additionally, this video emphasizes Naomi Watts’ message that women’s careers in their 50s are not only important but also limitless. In Watts’ words, “We’re not done.”
To achieve a sense of authentic storytelling for this piece, we used a direct-to-camera Zoom interview to make the viewer feel like Watts was speaking directly to them. In this way, we utilized a high-profile celebrity’s voice to spark interest and conversation around the often-taboo topic of menopause.
The execution of this video and additional campaign assets was achieved by working in tandem with an article produced for AARP Magazine. To maximize the opportunity, we recorded the interview the AARP writer conducted with Watts to simultaneously obtain our video assets and background necessary for the article. We worked hand in hand with the writer to suggest questions and ensure we had ample material for our shoot.
Once in the editing phase, we worked with our AARP the Magazine and aarp.org colleagues to amplify themes of menopause and graceful aging. The footage was intertwined with stock to add visual variety to the story. Working within the minimal resources of the Zoom interview and archival images was a challenge, but our team managed to complete the main video, as well as three additional assets that teased up the primary video piece.
Throughout the production of this video, we worked to ensure we had ample access to Naomi Watts for the planning, filming, and publishing distribution plan. By tagging her social media accounts, we amplified our access to a broader audience and expanded AARP’s reach through these video assets.
AARP empowers people to choose how they live as they age. By challenging and changing the stigma around menopause and aging women, we aimed to educate a broad viewership while also telling a personalized story of growth and acceptance with going through this life change.
The Naomi Watts on Menopause - ‘It’s Not All Doom and Gloom’ video reached over 19K people on Facebook and garnered nearly 20K views across all of AARP’s social media platforms. Many viewers shared how empowering and validating they found Naomi Watts’ story, highlighting the need for more open, relatable conversations around menopause and women’s health.
Here are user comments from viewers who were affected by the video:
“100% true. People do treat you like you're invisible”
“Life is just beginning! Older women are changemakers! 🔥”
“Naomi Watts is breaking the silence and stigma surrounding menopause! It's impressive that she's speaking openly about her experience, especially since she went through menopause at a relatively young age of 36. Her willingness to share her story can help normalize the conversation around menopause. Her book, "Dare I Say It," sounds like a valuable resource for women navigating this significant life transition. By sharing her experiences and insights, Naomi Watts aims to support and empower other women going through menopause. Kudos to Naomi Watts for her courage and dedication to helping others!”
