CAMPAIGN ISSUE
Start a conversation that could change your life!
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It’s an important thing to take up space in a society ‘cause half of us are going through this, but we’re living like it’s not happening. Michelle Obama, 2020
CONTENTS EXECUTIVE SUMMARY 5 BACKGROUND 7 •
Competitor Analysis
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Positioning 12
THE BRIEF 15 THE STRATEGY 17 •
The Audience
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THE CONCEPT 20 •
The Message
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Sponsors & Partners
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Typography & Palette
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Icon & Logotype
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Imagery 29
DESIGN 30 •
Final Posters
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TOUCH POINTS 34 •
Personal Items
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Consumables 36
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Online 38
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Posters 40
CONCLUSION 42 REFERENCES 44 APPENDIX 48
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It’s devastating (the prospect of going through menopause). Why is education so silent on women’s ticking clock until it’s too late? Research participant
EXECUTIVE SUMMARY The Sisterhood’s Let’s Talk campaign will broadly reach women of all ages by positively normalising the conversation and bringing it into the public domain where it will be unavoidable. While menopause seems a long way off in their future, women under thirty will be exposed to this campaign.
Menopause is a naturally occuring transition in a woman’s life when her ovaries begin to produce less oestrogen. It is an important topic because every woman who lives to her sixties will transition through this phase (Marlatt, et al., 2018). Clinical information is readily available to anybody who seeks it out, however the messaging is resoundingly negative. “The features of menopause are commonly described as losses - of fertility, beauty, sexuality, (and) attention worthiness.” (Manguso, 2019).
By radically promoting and by normalising conversations about menopause to women in their thirties and early forties, before they reach perimenopause, they will be more prepared and less frightened of this phase. It will take time, but this campaign will kick start the change to attitudes and perceptions of menopause. This is important because menopause is a natural part of life and should be free from stigma.
Women are most likely to start to research symptoms when they notice physiological changes within their own bodies. Put another way, women are unprepared so they are reacting to symptoms once they are upon them.
Department of Health and Aging
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+ 80,000 > 2,000,000
More than 2,000,000 women in Australia are post-menopausal.
Every year another 80,000 new Australian women join this group.
(Australian Menopause Society, 2014)
(Australian Menopause Society, 2014)
65%
64.8%
65% of women felt unprepared for menopause.
64.8% feel negative anout the word “menopause”.
(Marlatt, et al. 2018)
(Beever, 2020)
Sadly we still don’t talk about menopause until it comes along and, for some, slaps them in the face Danzebrink, 2018
BACKGROUND These results concur with a my study (Beever, 2020) which revealed:
Menopause and perimenopause are not topics that are discussed freely and openly in our society. This lack of conversation contributes to a chronic lack of visible information and a negative perception of menopause overall. Most of the information currently available is written for women who are currently experiencing the symptoms and the tone of this information is medical or clinical. Common topics are usually how to prevent, treat or mask the symptoms.
A recently released global study of hundreds of women from seven countries by Avon (2020) uncovered that: 44% of women were unaware of perimenopause until they were symptomatic.
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46% of women felt unprepared for menopause.
64.8% of respondents associated the word ‘menopause’ with negative connotations.
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63% of respondents believed that their age group did/do not understand menopause entailed (before it happened to them).
A 2018 study by Marlatt & Redman reported a 65% of women felt unprepared for menopause. Respondents were invited to share any suggestions that should be available to women going through menopause that were not mentioned in the study. The results included:
It appears that nowhere in Australia is there a public discourse about menopause or perimenopause being rigourously publicly promoted to younger women, who will inevitably go through this transition at some stage. As a consequence, pre-menopausal women are largely unprepared for perimopausal symptoms when they start to occur - usually some time in their forties.
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Social support - to build social connections (and) build fellowship with women also going through menopause.
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Education resources - eg, what to expect and how to navigate menopause.
We need to give voice to women’s experience, surround women with a nurturing and supportive conversations that can start them on their personal journey into and hrough menopause. For some women the journey will be medical, for some it will be holistic and for some, they will go it alone. Our goal to empower all of these women and ensure they feel that they have the support of their sisterhood.
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COMPETITOR ANALYSIS
Australian Menopause Society Organisation, Industry Association
Jean Hailes Not-for-profit organisation
Message Empowering Menopausal Women
Message Creating a healthier future for all women
Strengths • Scientific resource • A member body for health care professionals who specialise in women’s health during midlife, and a public resource designed to link consumers with an appropriate specialist • Comprehensive directory of associated medical professionals
Strengths • Reinterprets and publishes scientific information in a more understandable way • Covers all of women’s health • Warm and friendly site Weaknesses • Obscure name that isn’t instinctively associated with any women’s health conditions • You won’t find it unless you go looking for it • Not menopause specific
Weaknesses • Tone of voice is cool • Not targeted at or marketed to general public • Needs to be actively sought out • Information flow is only one direction (outward) meaning no dialogue • Imagery is clinical and cold
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Menopause Cafe Pop up social discussions
BBC Wake Up To The Menopause Channel-wide, week long, themed event
Message We want the whole world talking about the menopause
Message Wake up to the Menopause Strengths • Ability to broadcast on all BBC owned media platforms • An enormous listening and viewing audience
Strengths • Portability of the concept makes it globally accessible • Flexible, participant led conversations over coffee • Inclusive and free to attend • Adaptable (has moved to online ‘cafes’ during COVID
Weaknesses • Short duration • Various graphics employed may result in poor visual continuity • Questionable colours in artwork • Campaign ran only on digital platforms meaning anyone who did not see or hear the campaign is not impacted by it • Ticking clock dual meaning (wake up + life ticking away) may not be received in a positive light
Weaknesses • Dark, amateur photography on the website • Phoenix rising from the ashes is quite a dramatic logo and statement • Relies on activists to start an event so that people can attend • Small numbers of participants = low reach
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COMPETITOR ANALYSIS
Rock my menopause Public facing campaign by UK’s Primary Care Women’s Health Forum
#MakeMenopauseMatter Resource and ongoing awareness campaign Message Make menopause matter
Message Creating a healthier future for all women
Strengths • Passionate and unapologetic tone of voice • Website includes a range of downloadable resources and links to external sources • Petition to include menopause on the secondary Personal, Social, Health and Economic (PSHE) curriculum was successful
Strengths • The strong, defiant, ‘survivor’ attitude will appeal to those who want to take an active, aggressive or resistant approach. • Diversity of women represented in the imagery • Good website • Consistent use of colour and shapes • Active social media (Twitter, Instagram & Facebook) #RockMyMenopause
Weaknesses • Website is enormously text heavy, it feels like you’re being bombarded with information • Campaign has a radical, slightly hysterical feel about it • Poor quality photography • General lack of images throughout the site
Weaknesses • Pelvic floor face campaign seems off-brand • May not appeal to less forthright women or those who prefer a gentler, more conversational approach
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MIPO Menopause Information Pack for Organisations Resource for workplaces
Holland and Barrett - Me. No. Pause Advertising campaign Message Supporting women through menopause naturally
Message Changing minds about changing bodies Strengths • Research-based, fact-based resource tailored specifically for workplaces • Points out the multiple benefits of keeping women over 50 in the workplace • Free resources include policy reviews, checklists for managers, and ways to ensure your workplace is not disabling women • Clean, warm website
Strengths • Symptoms well represented • Diversity of women (age, ethnicity and ability) represented in the ad was recognised and awarded a £500,000 Transport For London advertising campaign • Empowering messaging • Campaign seen by millions • As a sales promotion for Holland and Barrett (a health foods and natural remedies UK chain), Me. No. Pause. associates the brand with an important topic
Weaknesses • Imagery is entirely geometric vector graphics. There are no humans or representations of humans in the campaign • No public campaign for the initiative means it relies of word of mouth to grow audience
Weaknesses • Short duration means that its impact ended with the campaign • Strong link to selling a product may arouse a sceptical response
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POSITIONING By contrast, the 3 competitor campaigns in the top right quadrant are continuous, which, over time will result in them reaching greater numbers of people. Additionally, these on-going campaigns will benefit from regular revision and improvement, and may make a more significant impact than the 'pop-up' shorter term campaigns.
The positioning matrix plots the identified competitor campaigns to identify an opening in the market. This exercise considers the longevity of a campaign or resource and whether it is simply an information resource, or whether it aims to break out of the medical realm to become part of the daily conversation. Holland and Barrett’s campaign Me.No. Pause, won an award in the UK for diversity and inclusion, however it was only visible for the duration of the media buy. Likewise, Wake up to the Menopause, was only a week-long campaign so it may be pre-promoted in the weeks leading up, but in terms of longevity, it is a flash in the pan.
All bar one of the competitor campaigns are promoted using the word ‘menopause’ boldly in their title. While it is important not to hide the topic, our research demonstrated that the primary target audience of women aged 30 to early 40s reacted negatively to the word (Beever, 2020). This indicates the possibility of them switching off if “menopause” is the first thing they see or read.
Menopause Cafe is a series of pop-up individual events, each one reaching only the small number of attendants and imacting only those individuals.
The gap is for a innovative campaign with a gentle personality that has the potential to change behaviour over the long term. This is the gap our campaign seeks to fill.
The two campaigns positioned below the horizontal axis are organisations that exist as a resource - one to the medical profession (AMS) and the other (Jean Hailes) to anyone who seeks out information from them.
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Clever/innovative
Long-term impact
Bland
Short-term impact
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Menopause makes me think of the stigma; having to fight to be able to get medicine for the symptoms, stupid jokes from men, out of body experience (not being yourself). Research participant, 2020
THE BRIEF WHAT
WHEN
The Sisterhood is a seed campaign intended to grow into a global network of women connected by their gender and their lived experience of being female. It aims to create a sense of belonging, and solidarity by being a resource of collective wisdom and support.
Key launch dates include: • 11 October 2020 World Perimenopause Day • 18 October 2020 World Menopause Day • 8 March 2021 International Women’s Day The campaign is on-going and adaptable. Each time a new partner or sponsor joins the network is a new opportunity to reach a new audience sector via the sponsor’s touchpoints and membership/audience.
WHY Women make up more than 50% of the global population and all woman who reach the age of sixty will go through either natural or medical menopause. Research shows that between 40% (Avon, 2020) and 65% (Marlatt etal., 2018) of women are unprepared for menopause. One of the main reasons for this astonishingly high figure is the lack of dialogue aimed at premenopausal women.
WHERE With funding from the Australian Government Department of Health and Aging, and strategic media and campaign sponsors, the Let’s Talk campaign will appear nationally on digital, print, transport and retail platforms with brand extension lines such as apparel, stationery, electronics and homewares.
WHO The primary target audience is women of midlate child-bearing age up to post menopausal age. Broadly speaking, women 30+. While women under 30 are a secondary target.
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Menopause is still a taboo subject for ‘polite’ conversation, especially in workplaces where women - and men - are often too embarrassed to talk about it. Grandey et al., 2020
THE STRATEGY The campaign strategy is to use a nonconfrontational series of images featuring women of all ages and ethnicities, combined with real-life quotes to reach women aged between 30-60, and start conversations about topics that are currently not considered ‘polite’ topics of conversation (Grandey et al. 2020).
Signs and symptoms of menopause need to be understood and anticipated. To achieve this we will employ a comprehensive marketing awareness campaign that will reach our target market where they live, where they shop, where they work and where they take part in recreational activities.
The conversations can be with family members, friends or medical practitioners - whomever the individual has access to and feels comfortable talking with. What IS important is that changes to women’s bodies in the lead up to-, during- and post-menopause are openly and honestly talked about until the conversation is normalised, and part of our regular dialogue. This is a long-term strategy.
To ensure the life of the campaign is sustained, we will employ conversational tone of voice and update the visuals regularly so that they are fresh, but encapsulated within the campaign’s recognisable branding delivery devices.
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CALLIE, 25
ELANA, 16
The artistic naturalist
SOPHIE, 9
The interested optimist Age: 9 Born: Sydney, NSW Works:
Student - grade 4
Pocket money: $10/week Relationship:
None Car - Mum and Dad. Interests: Cooking, trampoline, art. Personality: Outgoing, curious, excited about life Transport:
Somewhere between year 3 and year 10, Sophie will learn about reproductive and sexual health at school through her Health and Physical Education curriculum. Her family has explained to her what to look out for in her own body as an indication that she is going through puberty. By the time Sophie is old enough to be a parent, she will have a network of friends and medical professionals who will help to make her journey to motherhood feel safe and secure.
The fastidious doer Age: 25 Born:
Gippsland, VIC Junior Planner/Buyer Income: $63,000 Relationship: Engaged Transport: Public transport Interests: Travel, theatre, learning a language Personality: Meticulous, anxious 3 Works:
Age: 16 Born:
Northcote, VIC Works: McDonalds Income: $18/hr Relationship: None Transport: Bus, train Interests: Travel, theatre, learning a language Personality: Quiet, friendly, sincere, independent With a large, connected group of friends, Elana is well placed to receive peer support for any personal or reproductive concerns. In many ways, Elana’s friends are practising the theory of this campaign already, as they are often discus their development and sexual behaviour with each other. Elana’s generation seems to be less encumbered with traditional stereotypes about sexuality and stigma than previous ones.
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Cally has Polycystic Ovary Syndrome (PCOS) which means she is likely to have a high level of medical care throughout her life (Better Health Channel, n.d.). She works in a male-dominated working environment. She would like to be a mum one day if it is medically possible. She can't see/ plan much further than the next 10 years of her life, and can't bear the thought of getting wrinkles or being out of shape.
THE AUDIENCE
HELEN, 54 The kind mentor
YANI, 46
NARELLE, 33
Unexpectedly expectant mother
The feminist changemaker Age: 46 Born:
Age: 33 Born:
Wagga Wagga, NSW Works: IT Programmer Income: $81,000 Relationship: Yes Transport: Mazda 2, white Interests: movies, holidays, baking, chocolate Personality: Introverted, educated, untidy Narelle was a 'late bloomer' and the last of her friends to start her period. She was unprepared for the cramping and heavy bleeding she experienced with the onset of her period. She is frustrated by the irregular and unpredictable nature of her reproductive system, for which she has seen countless doctors and specialists. She is pregnant and weighing up whether to continue with the pregnancy or not, which means Narelle is one of the 32% of women who cite not wanting to be a single mother as the reason they choose abortion (Marie Stopes, 2008). Narelle does not have a close circle of women in her life.
Budds Beach, QLD HR Manager for Myer Stores Income: $132,000 Relationship: Widowed Transport: Honda CRV 2019 Interests: Fitness, shopping, dining out Personality: Driven, determined, magnetic, organised Works:
Yani has three older sisters who tell her everything. She was an aunty at 16. She feels a strong sense of sisterhood from her sisters and colleagues. She is image conscious, driven and ambitious, and a single mum of 2 young boys - both difficult pregnancies, resulting in c-sections. Her sisters living nearby - they help enormously with childcare. She is perimenopausal and is determined to help women her age stay in the workforce and reach their full potential. She understands that Retaining women aged 50 plus in the workforce helps to frame this age group as an “important asset and leadership group” (MIPO, n.d.).
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Age: 54 Born:
Adelaide, SA Deputy Principal of a girls’ school Income: $230,000 Relationship: Married Transport: Audi Interests: Reading, gardening, dining out, tennis, squash, gym, walking Personality: Calm, considered, educated, friendly Works:
As a child, Helen’s family were quite prudish when it came to discussing bodily functions. As far as her parents were concerned, it was not something that constituted ‘polite conversation’ (Grandey et al., 2020). As a consequence, her experience of being a woman was entirely one of self discovery. Helen’s desire to be a teacher stemmed in part from the lack of connection she felt with her parents, particularly her mother. Helen has embraced a getting of wisdom (Wren etal., 2014) as she has gone through menopause.
THE CONCEPT menopause. It will need to be carefully designed so that it does not repel the younger sector, some of whom do not relate to images of older women (Beever, 2020).
Let’s Talk! is a campaign that will be hard to avoid. It will appear on transport, all mainstream media and digital platforms, in gyms, retail spaces, supermarkets, magazines and merchandise. The aim is to infiltrate the lives of young professional women and mums so that they pay attention to menopause and start to find out what it’s about, rather than being too busy, or not willing to think about it just yet.
Many existing campaigns have a medical tone of voice which can come across as negative. There is so much richness, such a getting of wisdom for women over "50" that it really needs to be painted in a better light. TONE OF VOICE
Using photographs of women of all ages, and quotes gathered from perceptual surveys, women will see themselves and their current thoughts about aging and bodily changes reflected back at them. This strategy will make the campaign authentic, conversational and relatable, which will help the message to seep into people’s subconscious.
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Welcoming
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Enlightening
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Optimistic
The tone of this campaign will not be condescending or lecturing. The topic is serious, so the tone of voice will not be sarcastic. It will avoid tropes that seem to have the power to shut conversation about menopause down, as such, irony must be treated with caution.
Over time, this will normalise the conversation, and once that’s achieved, discussing menopausal symptoms and ways of supporting women and coping with the effects will become part of our normal dialogue, just as it has for equality in other sectors of life.
When discussing bodily functions and parts, we will refer to them by their proper names. This may be confronting and may need to be tested with a focus group, however dispelling stigma requires straight talk, so it follows that naming parts and processes correctly would sit true within that framework.
The opening in the market is for a campaign that speaks in a warm and welcoming manner to all women. While the aim is to feature women of all ages, it needs to mostly resonate with women who have not yet gone through
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51
menopause
CAMPAIGNMenopause ISSUEis not taught in
The average age for a Western woman to reach menopause naturally is 51 years old. (Marlatt, et al. 2018)
Australian schools. (Australian Curriculum, n.d.)
65%
51.1%
65% of women feel unprepared for menopause. (Marlatt, et al. 2018)
51.1% of women would seek menopause information from a source other than their doctor. (Beever, 2020)
20% 60%
MILD TO MODERATE
Healthcare, education and retail are the three biggest employment industries for women in Australia.
NONE
20%
SEVERE
80% of perimenopausal women experience symptoms. 20% are so severe that they significantly impact daily life. (Jean Hailes. (n.d.)
(MIPO in the workplace)
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Start a conversation that could change your life!
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THE MESSAGE If the campaign featured an image of an older woman and was to be seen in a place frequented by the older demographic, we would use change A life, which speaks to the need to have a sense of purpose as we age.
The umbrella message LET’S TALK explains the goal of this campaign. A series of “in their own words” quotes will feature at the top of each visual. It’s very important to note that not all women have bad experiences of aging and going through menopause - some will sail through, and this message is every bit as valid as those that highlight the less pleasant symptoms.
The campaign is intended to facilitate discussions - with family members, friends, colleagues, or medical professionals - about any of the signs, symptoms and stories about aging and menopause. The message will be promoted through a spectrum of media channels which will enable the message to connect with the target audience wherever they are.
By using real quotes collected via perceptual study surveys, the language of the campaign will be empathetic and accessible. The campaign’s call to action is “Start a conversation that could change a/your life”. There are two words that are interchangeable depending on the context of the media to be used. For example a campaign graphic that featured a young woman might be seen in a fitting room in a Sportsgirl store. In this instance we would use chage YOUR life. This reflects the more self-focused nature of the younger generation.
The Sisterhood will support its members with knowledge, support and wisdom by igniting conversations that could change a life. The conversations can be shared via the website, social media platforms and via any of the campaign sponsor channels.
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I know menopause is coming, but I don’t have anyone close enough that I feel comfortable to discuss it with. Research participant, 2020
SPONSORS & PARTNERS PRIMARY SPONSOR
CAMPAIGN PARTNERS
CORPORATE SPONSORS
MEDIA PARTNERS
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TYPOGRAPHY & PALETTE Cervanttis
A vibrant and complimentary colour palette in the warm shades of a morning sunrise supports the visual look of the campaign.
ABCDEFGHIJKL MNO PQR ST UVWXYZ
abcdefghijklmnopqrs tuvwxyz Cervantis is a cursive, hand-written font with a casual personality. Some adjustments were made to the lowercase t so that it looked less like a religious reference.
R 224 G 159 B 125
R 236 G 64 B 125
R 255 G 121 B 175
R 160 G 26 B 125
R 239 G 93 B 96
R 60 G 24 B 96
Comfortaa ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz Comfortaa is modern and easy to read. It features rounded shapes which fits with the graphic themes that feature in this campaign.
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Mum didn’t live long enough to experience middle age, so I’d love someone to tell me what menopause was like for them Research participant, 2020
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ICON & LOGOTYPE SPIRAL ICON
Like life, the spiral is a continuous winding curve with each concentric arc slightly wider that the one before it. Starting small, like a child, each arc winds its way around the centre, each outer layer protecting the centre. The spiral is a metaphor for a life journey (Ancient-symbols.com. n.d.). It also stands for stands for continuity and connectedness. Drawn from individual dots, it represents a chain of women standing shoulder to shoulder.
BRANDMARK
In combination with the brandmark the spiral centres and balances the type, sitting like a rising sun above the word Sisterhood. The spiral can be used in combination with the Let’s Talk logotype as well.
CAMPAIGN LOGOTYPE
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IMAGERY The imagery will be the first thing viewers will look at when they see this campaign. It is important that the women in the photographs appear relatable and real, not staged, airbrushed magazine models. They should look friendly and must represent a cross section of society without being overly staged or posed. They should appear friendly with a pleasant expression on their faces. They should be looking at the camera. The photographs should be in focus and free from any objects (such as leaves or hair) that block the face. The women featured should be aged from their late twenties/early thirties (80% of campaign), through to late 50’s (20% of campaign) because target audience perceptual research (Beever, 2020) indicated that the target age group does not always relate to images of significantly older women.
Cold expression
No eye contact
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DESIGN From initial sketches, three designs were mocked up and tested with a focus group of women in the target audience age group.
Some of the feedback: “This is engaging and makes me feel like it’s ok to talk about menopause”
The concept “Let’s Talk” scored the highest (19/20) during this process. •
over 90% reported that the message is engaging
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97% stated the idea was fairly or perfectly clear
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“Love the message behind this and the use of real people and their comments. “Like the colours and the range of who is displayed (shows all women are affected and it’s normal)” “This is very positive and engaging...encourages women to discuss the wide variety of symptoms and levels of impact that menopause can have.”
97% felt it communicated in a positive way with women approaching menopause
“Open, inviting, women like you and me.” “I think relatability is the key concern for this topic. The images used felt relatable. They hit the mark. They arre women in everyday jobs and who you would see walking down the street. The heading “Let’s Talk’ helped to portray that perimenopause and menopause is normal and natural and should be discussed not hidden away.” “Positive, colourful, friendly like a chat with your friend or mum. Because of this, I can imagine this campaign being part of our future for a long time to come. At least until menopause is part of the normal”
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FINAL POSTERS
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TOUCH POINTS A wide variety of print, digital, retail and personal touch points will enable the Sisterhood’s Let’s Talk campaign to infiltrate women’s lives in a variety of ways.
The more public and accessible this campaign is, the better. As well as reaching as many women of as broad an age range as possible, to reach their partners, husbands, friends and colleagues will only strengthen the network of understanding, and open up avenues for conversation.
Talking with a friend … helped remove isolation by finding out that others were feeling the same way. We could turn to each other and say “I feel crazy.” (Bremner et al., 2019)
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PERSONAL ITEMS Wearables such as a cap and t-shirt can be co-branded with one of the sponsoring organisations (eg. Fernwood) which will help the campaign message spread throughout their national membership base. Every time someone wears a branded garment they are a walking talking billboard for the brand. A drawstring bag could be used for gym clothes or a general hold-all. Personal items such as key rings and mugs ensure daily contact with the campaign. Featuring just the organisation and campaign branding, all of these items may be used as promotional giveaways as part of a national radio marketing campaign. They could be bundled with other personal items such as towels, blankets and hot water bottles.
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CONSUMABLES In the retail space the campaign will feature on product packaging through partnerships with feminine hygiene products such as tampons, in addition to tissues and toilet paper. This will help the campaign message to reach not just our target audience of women 30+, but also family members and work colleagues, if the tissues and toilet paper are used in workplaces, for example.
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Targeted advertising in selected magazines ensures the readers engage with the campaign in print. While trolley advertising with our partner supermarket chain broadens the scope of the audience to whoever is doing the shopping. Roy Morgan Research (2016) reported that supermarket trolley and receipt advertising is effective at reaching young shoppers.
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ONLINE A website is the operational hub of the campaign. Here all of the campaign elements are consolidated. Resources, events and contact information is centrally located on this platform which will be responsive to all devices.
The campaign style guide carries through to the online space with continuity in imagery, type and messages.
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Let’s Talk will have an active social media presence across the popular channels. An animated concept is available for cinemas and television. Please copy and paste the link under the YOU TUBE logo to view the animatic sequence.
https://youtu.be/oVUfRTwEeTE
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POSTERS Printed and illumated posters are key communication devices to the Let’s Talk campaign. These are the media that can travel with our target audience wherever they go. Posters can be displayed: •
In medical waiting rooms (below)
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office and workplace staff rooms
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gymnasium change rooms and clothing store fitting rooms
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•
restrooms in shopping centres, airports, entertainment venues, sporting grounds, restaurants and licensed venues
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Railway stations and bus stop ad-shells, on trains and transit vehicles. Roy Morgan (2020) research reports that 56% of women use public transport, meaning that the campaign will definitely be seen by the target audience when they are travelling
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CONCLUSION The Sisterhood’s Let’s Talk campaign is an important awareness initiative that opens discussion about menopause and mid-life to women who are yet to experience symptoms.
By using relatable imagery and a conversational message, menopause will become part of our vernacular, breaking taboos and removing any sense of isolation and fear associated with this currently undiscussed subject.
It links the wisdom of women with experience to the younger generation, creating a tangible thread that weaves a net of support under all women.
In collaboration with a vast support network of government, corporate and media partners the message will spread widely and adapt quickly to new trends. This will be a ground breaking campaign for women across the world.
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I started experiencing symptoms at 42. It was hard to function as a mum, wife and employee. I had to release myself from external expectations and focus on me.
Research participant, 2020
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Australian Food News, (2016). Advertising on shopping trolleys and supermarket receipts is effective on young Australian consumers, Roy Morgan Research. Retrieved from https://www.ausfoodnews.com.au/2016/07/18/ advertising-on-shopping-trolleys-and-supermarketreceipts-is-effective-on-young-australianconsumers-roy-morgan-research.html.
Christina @ wocintechchat.com, (2019). Untitled. Retrieved from https://unsplash.com/photos/vmXOs4WKsDQ Christina @ wocintechchat.com, (2019). Untitled. Retrieved from https://unsplash.com/photos/S3GrMiUhpNU
Australian Menopause Society. (n.d.). About the AMS. Retrieved from https://www.menopause.org.au/.
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APPENDIX Beever, K. (2020). Study about women by women (Perceptual study into attitudes towards menopause). Q. 1 Please tell me what thoughts enter your mind when you hear or read the word MENOPAUSE. What emotions does this idea stir for you?
Q. 2
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Q. 3
Q. 4.
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Q. 5. This question was probably the most important one of the survey. The answers revealed mixed attitudes and opinions. All respondents. 1 = not at all prepared 5 = Completely prepared
This question was then broken down into two age groups – under 40’s broadly representing pre-menopausal women, and 41-60’s representing menopausal women. 1 = not at all prepared 5 = Completely prepared
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Of those who answered 5, COMPLETELY PREPARED when asked to expand on their response they said:
Have been through it and coped
51-60
Currently going through it
51-60
It’s another stage in a female cycle and fait accompli
41-50
It never really bothered me, it was just something that was a natural part of life advancing. I just dealt with symptoms as they arrived, and had no mental health issues associated with menopause whatsoever.
41-50
I’m prepared for it in the sense that I recognise it’s a possibility. Beyond that, being that it presents in so many different forms, there’s no point worrying about any specific symptoms until they occur 41-50 I had done my reading, spoken with my doctor, and knew what was coming.
41-50
Of those who answered 4, SOMEWHAT PREPARED when asked to expand on their response they said:
Research
over 61
Read a lot , had a good doctor
over 61
I felt I understood what may be ahead. I was fortunate to sail through easily. If I had suffered a bad menopause I’m not sure I’d be as confident in saying this.
over 61
Have an older sister who had a lot of trouble transitioning; I was relieved I didn’t have the same level of problem over 61 My own mother & friends have all experienced it & I learned from them.
51-60
Long perimenopause; relatively minor symptoms
51-60
It’s not the end of the world, many have gone before us and survived. It’s just a stage
51-60
It’s inevitable, I can’t run away from it and I think I have done well to get to my ages for it it to not happen. I
51-60
I have educated myself on the subject. Talking to others who have been through this has helped.
51-60
I have a lot of nursing friends who have been very helpful with information and advice
51-60
Girlfriends advised if what to expect and the Dr confirmed of where I was at
51-60
Aware of the symptoms, definition, physiology. Have had to ‘look for positives’ of menopause to overcome sadness at loss of youth.
51-60
A change to learn about in theory prior to the actual
51-60
Relaxed and open attitude to life changes
41-50
Relaxed and open attitude to life changes
41-50
Part of the natural body process, can’t control it so shouldn’t worry about it
41-50
My mum prepared me and well as my own study
41-50
Lots of info about this is more widely published and the topic not as taboo as it would have been a generation or two ago
41-50
I'm a health professional so I understand quite a lot, but have also further educated myself.
41-50
I research a lot online
41-50
I have done a lot of reading, and spoken to women I work with to compare stories.
41-50
51
Heard many people talk about it and witnessed the changes in my own mother. Expecting the worst. 41-50 Great doctor
41-50
Currently going through menopause and have spoken with friends and shared our experiences
41-50
Currently going through menopause and have spoken with friends and shared our experiences
41-50
Bring it on I say - whilst some aspects don't seem pleasant it would be great to be rid of periods and all the pain and hormonal changes that come with them. 31-40 Of those who answered 3, which is considered a NEUTRAL RESPONSE, when asked to expand on their response they said:
Menopause was not as openly discussed as it is today.
over 61
I was never stressed about going through menopause. When I did, it was pretty easy.
over 61
I knew enough I think. It didn't last very long.
over 61
I had a hystorectomy so never really experienced menapause
over 61
Had too many other life changes happening at the same time
over 61
To be honest, I just didn’t give it a lot of thought. Thought I would just deal with it when’s I had to.
51-60
Not sure what to expect and when
51-60
It’s a natural part of life. There’s no point trying to fight it.
51-60
I’m perimenopausal so don’t know for sure what lies ahead for me and therefore can’t prepare for the unknown. I’m not particularly concerned about menopause though, it is a certainty and will be what it is.
51-60
I’m in it
51-60
I'm a nurse and had some knowledge about it but didn't realise it would affect me as much as it did. 51-60 I knew it would occur but I just took one day at a time
51-60
I knew i was getting to the age and some symptoms. Did consult Dr Google...have read a fair bit
51-60
I always felt youngish, menopause changes your body - both mentally & physically. It ages you & in some ways free’s you.
51-60
Heard about it but until it hits you had no real concept of the level of things like hot flushes.
51-60
Had a sister and a close friend experience it first, so I got some understanding
51-60
Without expectation looked forward to it
41-50
There's nothing you can do to stop it
41-50
No one focuses on peri or menopause its kept very quiet.
41-50
Mostly because I haven’t thought much about it. So I haven’t prepared at all.
41-50
It just about started to be talked about in the media but I had now idea about the many different symptoms. I seeked information online but know I will have to go to a private GP in order to get help and medicine. NHS will not help. 41-50 I’m not worried about it at all. Let’s see what happens.
41-50
I know a little, but I know there’s more to know, too!
41-50
I’m not quite menopausal yet. It’s more just because it’s not known. Symptoms can be written and told but what I will go through is or may be different. It’s definitely the unknown at the moment.
31-40
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Of those who said they were 2 - MILDLY UNPREPARED, when asked to expand, they said
Happened early, 45 yrs during a mental breakdown
over 61
You hear about how it is going to be but when you are going through it the impact it has on so many areas of your life is huge. The impact it has mentally is probably the most surprising for me.
51-60
The only thing I really know is of women who get hot flashes
51-60
I still feel young!
51-60
Haven't really thought about it prior so not prepared at all. Don't think enough is said about it and it is just sort of accepted as a women's thing.
51-60
Automatic onset of menopause during 2nd round of chemo.
51-60
We don’t talk about menopause. We don’t know what to expect except some hot flushes and maybe mood swings. But different women experience it differently. 41-50 The unknown of how it will affect and when it happens will I cope with my day to day life. 41-50 Not prepared for the opposite of puberty happening to me. Bloody hormones.
41-50
Not aware of information
41-50
I think I would want to have HRT and I know nothing about it!
41-50
I knew it would be coming but don’t have anyone close enough that I would feel comfortable discussing this with.
41-50
I don’t know enough and, in some ways, too frightened to ask.
41-50
Haven’t researched enough
41-50
Denial.
41-50
it's not something I've sought out education on
31-40
I don’t know much about the symptoms or the medication that may provide relief
21-30
Of those who said they are/were 1 - COMPLETELY UNPREPARED, when asked to expand, they said
Twas never discussed
51-60
Think because my mother spoke about it
51-60
No decent info anywhere - it’s hardly talked about and only acknowledged in a negative fashion - particularly by men.
51-60
I experienced surgical menopause at 37yo as a result of a life-threatening emergency operation so was totally unprepared!
51-60
I haven't really thought about it in detail
41-50
Still young, looking to have another baby
31-40
Still feel it’s a few years away yet, and preparing myself would make it seem more real.
31-40
I’m too young, and I have learned too late in life what women need to be taught in their teens and early adulthood. Women’s health is still taboo and a black art never to be spoken of in clear terms so that women are informed before it is too late. 31-40 I’m a long way (hopefully) from menopause!
31-40
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I'm not expecting it soon.
31-40
I hate feeling hot so I don’t think I’m going to cope with hot flushes!
21-30
I feel like I’m such a long way off experiencing menopause. Early 20s, so I feel it doesn’t apply to me yet
21-30
Because it feels like forever away still
21-30
Q. 6. What is your (current) attitude to medication or treatments for menopausal symptoms? Eg. do you think "give me all the drugs" or are you thinking more along the lines of "let's see how it affects me, and if I can't cope naturally, I'll explore my options?" Sample of responses: No drug are needed just live with it I hadn’t thought about it but maybe the second one (explore my options if I can’t cope). Have been fortunate to ride through with little or no problem I would look at alternative medication, more natural/herbal options rather than prescribed drugs from the doctor Not a fan of medication unless necessary so definitely the later - wait and see to assess if i need it. Explore options first.
Q 7.
If you answered "YES" to the above question. Do you have any further thoughts on why that might be? Access to information online Menopause isn’t something that is widely talked about, but we have talked about it in our family and I remember my Mum going through it. My age group seem to be the best at using the internet to find answers to questions and interrogating what they find. My friends and acquaintances are objective enough to be able to filter information. In many aspects of their lives, they’re able to be savvy when it comes to information. They’re also not detail or embarrassed to talk to their health professionals. Talking with friends, my mum, sister’s. You here enough and then investigate more if needed.
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there is so much information outvthere and people speak more openly about it now We have very limited education on this topic therefore it’s only what other women say or hearsay of people’s experiences. Possibly some information out there is stereotyped or false/wives tales! Women my age laugh about it and share experiences and angst over our symptoms. Its a natural part of life. Women my age laugh about it and share experiences and angst over our symptoms. Its a natural part of life. Women of my age are fast approaching or are menopausal, it is often a topic of conversation and I think there is a good level of understanding. Ask me in 5 years time and I might say I had no clue at all. I think ‘the change’ has always had such negative connotations, everyone focuses on the hot flushes and the ceasing of menstruation, but the underlying knowledge is pretty much there. Having knowledge on the subject makes it significantly less scary and foreboding. Secondary school is so early for this teaching they have so much to experience first Information is at our fingertips, there is no excuse to not self-educate. I think women speak with each other about things like this. We get information from others that covers the full gambit of an easy time to the worst of outcomes. Q.8.
Q. 9.
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Knowledge is your power
sisterhood.com.au
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