Every Menopause Matters

Client: Holland & Barrett

In 2023, Holland & Barrett aimed to address the underrepresentation of ethnic communities in the menopause conversation. Responding to YouGov research revealing concerns among women from diverse backgrounds, the company prioritised inclusivity. Recognising language barriers, they became the first retailer to offer a free, multi-language menopause online consultation service in Hindi, Urdu, Gujarati, and Punjabi. With 4,000 staff trained to recognise menopause symptoms, Holland & Barrett aimed to break stereotypes and destigmatise the topic.

The strategy involved leveraging digital accessibility data to reach women in their native language settings on Meta and targeting Hindi-speaking audiences on YouTube. A Hindi-spoken TV advert featuring women sharing their menopause experience was created using qualitative research with these communities informed the creative development to make sure not only the work ‘translated’ but came from a standpoint that reflected their cultural experience.

Holland & Barrett's Breaking the Menopause Stereotypes underpins the heart of the main campaign ‘Every Menopause Matters’. Recognising that no woman should be left out of the conversation and being able to access support in your native language is invaluable.