There are 9 million women in Germany in the prime of their lives. Aged 40 to 55, they juggle careers, everyday life and family. Despite their differences, they share one common experience: menopause. We. was engaged to direct attention to this taboo topic.
To support the launch of a new therapy for menopause symptoms, we developed an awareness campaign to inform and empower women. It encouraged women to understand their bodies, exchange experiences and seek medical advice to find their own best way through menopause. Women were engaged on social media, online, in print magazines, on the radio and in waiting rooms, bringing menopause out of the shadows with messages that were authentic, loud, encouraging and without taboos.
We. helped boost demand for the menopause therapy, with 42% of prescriptions coming by patient request for the specific drug. Within a year, the campaign reached over 600 million people through earned, paid and social media, including +3,200 comments through collaborations with seven influencers on Instagram via stories, reels and livestreams. And a new community of women felt free to openly share their menopause experiences with friends, influencers and experts.
