Reposition Menopause - D&AD 2021
Campaign Design, 2021
The aim of this project was to bring awareness to the topic of menopause and to create a campaign that will create an open conversation about menopause among women of all ages.
Design Strategy:
Objectives:
Create a website design
Create a poster/ leaflet
Create a takeaway coffee mug
Audience:
Refinery29 & The Case of Her Audience and also all women out there who are going through menopause or want to find out more about it.
Research:
Research available blogs about menopause. Investigate different visual identities and designs for commercial use. Look at the campaigns about women’s health, menstruation and menopause.
Designing a campaign that was going to include women of all shapes, colours, and ages turned out to be more challenging than I expected. Throughout 6 weeks of completing this project, I have gone through multiple iterations of illustrations representing females who go through menopause. The reality is, that every female will be going through menopause at one stage in life. The main goal for me was to create a conversational space for women to start to openly talk about their experiences regarding menopause, but also for younger women to inform themselves about the topic, so that they do feel prepared for that stage in their life.
Strategy:
Create bold-looking graphics that will create a feeling of inclusion and will start a conversation about the topic of menopause without the feeling of taboo.
For my campaign, I prepared a booklet, takeaway mug, poster billboards, and a website, where users can find more information about the topic.
The reason why I have decided to use colourful illustrations in my design was to make the topic of menopause feel more objective and let people discover it from a more approachable context, as opposed to them feeling like it is that serious topic to talk about. I wanted women to feel like it doesn’t need to be a taboo topic and they can talk about menopause while literally having a cup of tea - hence take away coffee cups.
