Holland & Barrett is breaking down barriers around the discussion of menopause in an inclusive campaign that offers support to women worldwide.
The health and wellness retailer, based in the U.K., has invested 2 million pounds to expand its "Menopause Support" campaign to include Black, Asian, and minority ethnic women.
The campaign is led by an emotional 30-second sport titled “Every Menopause Matters,” showing women answering the question: “What have you lost going through menopause?” As they answer how the experience of menopause has changed their lives, Holland & Barrett concludes the spot by offering free consultations for women going through menopause.
The retailer is making inclusivity the focus of its campaign with support ads in Hindi, Urdu, Punjabi, and Gujarati. A 15-second version of “Every Menopause Matters” will be released on YouTube, while digital OOH advertisements and targeted social media advertising will be available in Urdu, Punjabi, and Gujarati.
The retired Olympic athlete Michelle Griffith-Robinson is playing a key role in pushing the campaign forward, starring in both the spot and promoting “Menopause Support” on her social media channels.
View this post on Instagram
Additionally, Holland & Barrett has teamed up with the charity "Wellbeing of Women" to offer a fund for groups or individuals that are working to improve education around the topic of menopause.
“To close the care gap, we need to find different ways to support women with the information they need in a way that works for them,” explained Sarah Moores, the head of customer and campaign planning at Holland & Barrett.
The wellness retailer’s expansion of its menopause campaign is a testament to what brands and top digital agencies can achieve when pushing an empowering, inclusive message to an global audience.
