The M word

Women learn about women’s health from talking to other women. They talk about first periods, childbirth, and breast cancer. However, no one talks to them about menopause. It has almost become taboo, and they often believe they need to stay quiet and just deal with it. This makes it hard for women to raise the issue with their doctors and ask for a treatment.

Our task was to encourage the uptake of Duavive a treatment for menopause. We needed to get health care providers to start a national conversation about menopause, introducing the m-word.

This campaign was targeted at health care professionals, pharmacists and women to start a conversation about menopause and take away it's stigma.

Role Art Direction, Creative

Year 2016

Agency DDB Auckland

Client Pfizer - Duavive