Women’s health, women’s bodies, and menopause are topics that are not widely discussed or prioritized. This lack of awareness leads to confusion and shame as women navigate their health issues. In fact, women have long suffered from hot flashes but have always been told that they are just a part of menopause. Now we know that hot flashes are actually Vasomotor Symptoms (VMS) and treatable. But women are so often uninformed about the changes in their bodies that it can be like puberty all over again. SheKnows wanted to explain VMS in a funny, scripted video based on “the talk” girls receive when they get their first period.
The main challenge was how to make a health issue that impacts women has been so widely ignored by the medical community, both funny and educational. We were able to create a program that raised awareness about this disruptive condition and offered tips and advice in a humorous way. The full editorial program included five pieces of original content, celebrity quotes about menopause, custom video and a digital destination to house it all.
Through SheKnows custom sponsorship including original video, aligned content, and media, the campaign met the teams’ objectives of awareness and relative understanding of VMS while encouraging women 40-65 to begin conversations with their peers and ultimately, their doctors. Success is captured through the pageviews 340K achieved and 2.5x higher lift in aided awareness through a Dynata study.
