Positioning

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.

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 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. 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.

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.

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.

12

Clever/innovative

Short-term impact

Bland

13

Long-term impact

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