How Centrum and Edelman Are Tackling Menopause Taboos with ‘Hot Conversations’
We’ve all had those slightly uncomfortable conversations at work – ones that make you wonder whether a topic is appropriate or necessary to bring up in the workplace. Centrum, however, believes that menopause shouldn't be one of them. To prove this, it has launched ‘Hot Conversations’, to raise awareness of the vitamin brand’s new menopause support supplement range, and encourage an open and informative dialogue around the topic.
The creative was helmed by Edelman, which has rolled out a short film and creative across social, influencer and paid media that provides resources and support for menopause symptoms. Fronted by actress and comedian Lisa Ann Walter, the ‘Hot Conversations’ offers a lighthearted yet informative take on workplace educational videos.
To find out more about how the campaign came together, LBB’s Abi Lightfoot caught up with Josh Gabriele, Centrum’s US brand director and Michelle Tucker, executive vice president, and ECD at Edelman.
LBB> Can you share an overview of how Hot Conversations came to life, from the initial brief to where it is today?
Josh> Our original task was to develop an unmissable earned creative campaign that drives awareness of Centrum’s new Menopause Support supplement range. As we prepared to launch the new line, we noticed an uptick in cultural conversations surrounding menopause in the U.S. Celebrities and influencers were starting to talk about their experiences going through menopause, and the topic was being covered more widely in mainstream media. Edelman came to us with an insight that while discussion of menopause is gaining traction in society at large, it remains taboo in the workplace. Together, we uncovered a new insight: For working women, navigating menopause symptoms is challenging – and finding the support to work through their symptoms is just as difficult.
We knew we wanted to tap into discussing menopause in the workplace, offering Centrum as a tool for finding menopause symptom relief through products, resources and education. ‘Hot Conversations’ stemmed from the idea of a workplace training video, taking on a lighthearted tone and tapping into humour to help normalise the conversation. Edelman led the strategy and creative development, as well as the earned execution of the campaign.
LBB> How did you land upon the educational, presentational-style format? Why was it the correct means of communication?
Michelle> We thought a lot about how important topics are introduced and addressed in the workplace, which is often through corporate training videos. They can be a highly effective tool to help with engagement and retention of information, so we leveraged that format to talk about something important: menopause.
We balanced lighthearted humour and hard-hitting facts to create a video that was equal parts informative and entertaining. We partnered with actress and comedian Lisa Ann Walter to raise awareness of the challenges and cost of working through menopause symptoms without support. Lisa Ann’s humour and relatability set the tone and helped demystify menopause at work and give people the space to have these conversations.
LBB> Why was Lisa Ann Walter the right brand ambassador to front the campaign?
Michelle> There was no better partner than Lisa Ann Walter – she embodies the dynamic spirit of the campaign and brings a unique and empathetic perspective to this important topic. As someone who has personally experienced menopause, Lisa understands the challenges and changes women face during this time. She helped us bring levity to a subject that is often surrounded by stigma and misunderstanding. Her personal use of and close connection to the Centrum brand also made her an authentic and trustworthy voice for the new supplement range.
LBB> The number of women that have seen their professional life disrupted by menopause is staggering. What was the research process like and what were some of the most shocking things you uncovered?
Michelle> While we are seeing some of the conversation make its way to more mainstream media, we knew there were more realities and honest conversations happening elsewhere – so we dug into Reddit, and tapped The Edelman Longevity Lab. The stories of women who were going so far as to leave their careers or question their own abilities because their menopause symptoms were unbearable, coupled with a lack of support at work – it can’t be ignored. We also conducted a series of in-depth interviews with women to learn about their menopause journeys and better understand what working through menopause is like for them.
Further, because of this lack of support at work – amplified by the fact that most women, according to a study by AARP, have not tried supplements to manage their symptoms – 11% of women have reported missing work, 17% have left their job, and 26% feel that their symptoms negative impact their career.
Josh> Knowing the impact that menopause symptoms can have on a woman’s career, the new product line, Centrum Menopause Support – available in Multivitamin + Hot Flash Support, Restful Sleep and Clear Mind & Calm Mood – is designed to help relieve some of the most common symptoms of menopause.
LBB> The campaign was shaped by the everyday realities that women face, tell us about what you learnt and how it shaped the campaign and its messaging.
Josh> The data shows that for working women, navigating menopause symptoms is challenging, but finding the support to work through them is often just as difficult. More than 75% of women surveyed agree that managing menopause symptoms like insomnia, brain fog, hot flashes and stress at work is challenging, yet less than 50% say they receive menopause support at work, from formal policies to more casual support like flexible accommodations and stigma-free environments.
These insights shaped our campaign narrative and messaging to take an empathetic and supportive approach, reinforcing Centrum as a trusted partner for women navigating this time in their lives.
LBB> Beyond this campaign, do you hope that Hot Conversations sparks change and a more open dialogue around menopause within the workplace?
Michelle> Absolutely. We want women to feel empowered to acknowledge their menopause symptoms openly if they so choose, whether at work or in their personal lives, and to feel comfortable starting conversations with trusted peers, friends and family.
LBB> Looking ahead, what would you consider to be a true marker of success following the campaign?
Josh> Our goal is to communicate that Centrum is here to provide the information, resources and products you may need to more effectively navigate the menopause journey with confidence. Women should walk away reminded that they are not alone, and that Centrum is committed to supporting them every step of the way.
