Menopause Your Way: The Journey
Research shows that more than one in five women have no one they can talk to about the menopause, and we knew that needed to change….
In time for World Menopause Month, we launched QVC’s Menopause Your Way campaign, with a moving piece of video content starring Strictly judge Shirley Ballas and a host of inspiring women, including Olympic Gold medallist Sally Gunnell. The aim? To open up the conversation and empower women, raising awareness for QVC’s wealth of menopause resources and expert advice.
So, how did we activate Menopause Your Way, you ask?
STEP ONE: RECRUIT OUR WOMEN – We contracted a range of brilliant talent to bring varied perspectives to the content and promote the campaign on socials. Our cast included Strictly Judge Shirley Ballas, Olympian Sally Gunnell, journalists Paula Moore and Rachel Lankester (also founder of Magnificent Midlife), pro-age influencers Silver Owl 64 and Mia Maugé alongside Heather Jackson, QVC spokesperson and co-founder of Gen-M, the menopause partner to brands.
STEP 2: SURVEY THE NATION – We surveyed a host of women in the UK to find out their perceptions of the menopause, revealing some shocking truths, including that only one in ten feel prepared for the menopause.
STEP 3: SHOOT TIME – We worked with an all-female production crew to shoot our video, in a central London location.
STEP 4: THE BIG LAUNCH – We launched our campaign to media with a BANG, with coverage immeditately lined from both Good Housekeeping and HELLO!, who both interviewed our VIP anchor Shirley. Our talent all shared the video to their 300k+ Instagram to spread the word far and wide on social, followed by a continuous drumbeat of press coverage over the first week.
STEP 5: BROADCAST DAY – To continue momentum even further, we held a broadcast day with Heather Jackson, QVC partner and co-founder of Gen M, menopause partner to brands. Heather spread our campaign messaging across 14x broadcast interviews, securing coverage on the likes of GB News and BBC Radio London.