Break the cycle

Problem
Over half of people living in the Netherlands encounter menstrual and hormonal health problems at some point in their lives. Yet, we don’t hear a lot about it. And because of this silence, these health problems increasingly become something to be ashamed of, causing them to remain untreated or even become worse. How do we turn around this vicious cycle?
Solution
To make people talk about the menopause - the first campaign flight’s topic - the campaign emphasises the taboos that loom around these topics with a activistic (censored) visual identity combined with an open, approachable yet empowering tone of voice.

Creative
With censored headlines and half covered faces, we build a campaign that invites us to open up. Four women who explain their (sometimes devastating) experiences with the menopause, form the centre of the campaign. They tell their story on social assets, on the campaign website, as well as in a podcast.