’Every Menopause Matters’ by Holland and Barrett’s -More than Just an advertising effort
Holland & Barrett's 'Every Menopause Matters' campaign is more than just an advertising effort; it's a vital initiative aimed at addressing the needs of Black, Asian, and minority ethnic (BAME) women during menopause. Recognising the overlooked experiences of BAME women in accessing menopause support, Holland & Barrett too significant steps to ensure inclusivity and representation.
With a £2 million investment, Holland & Barrett launched menopause support ads in Urdu, Punjabi, Gujarati, and Hindi, reflecting the diverse linguistic and cultural backgrounds of its target audience. The decision to create multilingual ads and feature women from different backgrounds in the campaign's audio-visual spot reflected a commitment to inclusivity and representation.
The campaign's objective is clear: to close the care gap and ensure that all women, regardless of their ethnic background, have access to relevant information and support during menopause. This objective is particularly crucial given the findings from YouGov research, which highlighted the belief among half of BAME women that menopause support is too focused on the experiences of white women.
To amplify the campaign's reach, Holland & Barrett enlisted the support of Olympian and menopause campaigner Michelle Griffith-Robinson and expert Meera Bhogal for PR and social efforts. Additionally, the retailer partnered with the Wellbeing of Women charity to launch a community fund aimed at providing small grants to groups or individuals improving menopause education.
This campaign builds on Holland & Barrett's ongoing menopause initiative, which includes training over 4,000 store staff to recognise menopause symptoms and provide advice on lifestyle and diet options. By taking proactive steps to address the needs of BAME women during menopause, Holland & Barrett is not only advocating for inclusivity but also prioritising the health and well-being of all women.
Nevertheless, 'Every Menopause Matters' campaign is not only beneficial for Black, Asian, and minority ethnic (BAME) women but for women of all backgrounds. Menopause is a universal experience that can significantly impact women's health and well-being, regardless of ethnicity. By ensuring inclusivity and representation in menopause support initiatives, Holland & Barrett is addressing the diverse needs and experiences of all women during this life stage.
For career women, in particular, raising awareness about menopause and providing adequate support is crucial. Menopause symptoms can affect various aspects of a woman's life, including her physical health, mental well-being, and professional performance. From hot flashes and mood swings to fatigue and concentration difficulties, the symptoms of menopause can impact a woman's ability to thrive in her career.
By taking menopause awareness seriously, career women can better understand and manage their symptoms, allowing them to maintain productivity, focus, and overall job satisfaction. Moreover, creating a supportive workplace environment that acknowledges and accommodates menopause-related challenges can contribute to employee retention, morale, and diversity and inclusion efforts.
Holland & Barrett's 'Every Menopause Matters' campaign highlights the importance of prioritising women's health and well-being in the workplace and society at large. By fostering inclusivity, providing resources, and raising awareness, we can ensure that all women, including career women, receive the support they need to navigate menopause with dignity and resilience.
