Not Just For Her 

Not Just For Her

My Role:  Account Manager , Strategy , User Research, Branding

THE ASK:

Reposition menopause and highlight how its absence from the mainstream media is detrimental to women, trans-men and non binary people of all ages.

THE RESEARCH FINDINGS

By 2025, 1 billion women globally will be going through menopause, and that is not including LGBTQ people.

When most people think of menopause they think of it as an older women's problem.The discomfort around the topic is related to internalized ageism and sexism. 

The people affected suffer in silence because as a result of lacking a community, education, medical support and advocacy. 

THE PROBLEM:

Society is overlooking menopause because it makes them uncomfortable.

THE INSIGHT:

Humor removes the barrier between the head and heart

THE STRATEGY:

End the cycle of silence associated with menopause one laugh at a time. 

THE CONCEPT

A tour utilizing comedy and entertainment as a way to uproot and discomfort and isolation associated with experiencing menopause. The aim is to build a community of support and access to medical guidance as a way to bring menopause into the mainstream. 

The Not Just For Her Tour is a spark aimed at igniting laughs and conversations. We are going to use social media as a platform to create a community and continue conversations long after the tour. The goal is to make it impossible for menopause to be hidden in the shadows. 

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Ads will be used as way to promote awareness and to drum up excitement about the tour there will be ads place in various locations. The bold colors, type and copy will make it menopause can't be hidden in the shadows. 

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Finding a community can start with laughter and a shared experience. However, access to medical professionals and guidance for this audience is essential. The tour will provide medical experts that will be present to answer about the taboo topic. 

The merchandise for the tour will be sold on the website, app, and at each city on the tour. The merchandise is a fun way to celebrate the tour as well as make menopause a mainstream topic. A subtle way to drive conversations. 

The Dream Team

Kenzie Storrier

Monica Roebuck

Thuraya Al-Wazzan

My Role:  Account Manager , Strategy , User Research, Branding