Unmute
Repositioning Menopause in Mainstream Media.
D&AD - The Case For Her and Refinery 29 Competition Entry
My Role - Visual language, Asset Design and Creation, Animation and Storyboard
Challenge:
Reposition menopause and highlight how its absence from mainstream media is detrimental to women, trans-men and non-binary people of all ages.
Develop an innovative campaign, branded content piece or series, or event (or event series) that:
> Tackles the lack of awareness of menopause, the issues surrounding it and social stigmas.
> Is grounded in a solid research base.
> Shows fresh thinking to get people of all ages educated.
Solution:
As a team, we decided to tackle the lack of conversation in media and advertising, by conceptualising a TV and social media takeover for World Menopause Day (18th October). We used multi-media platforms such as Channel 4, All4, Acast, YouTube and various social media, to start the conversation and challenge the stigma. The campaign will begin by taking over Channel 4 and All 4, with specific menopause related episodes and continue afterwards through YouTube, Social Media and weekly Podcast episodes.
Visual Identity:
In order to conceptualise a take-over, we based our visual identity on stickers. This allowed us to imitate a physical 'takeover' and bring in information in a creative way. Our colour scheme is bold and bright, using colours that strongly suggest femininity, with the added dark blues and purples to make it more inclusive. The tone of voice lends to the urgency of the message, using blunt, straightforward phrases, in a fun and relatable way. Our visual language was created to entice our target audience of women, trans-men and non-binary (the Channel 4 audience), using inclusive symbols and bold type.
