Brand Purpose Work & Wellbeing Menopause

Hard-hitting campaign encourages men to learn about impact of the menopause


By Ellen Ormesher, Senior Reporter

February 4, 2022 | 4 min read

Menopause awareness organization GenM has released a nationwide campaign on the importance of men understanding the menopause and the effects it can have on the women (as well as trans men and non-binary people) in their lives.


Supported by 42 major brands, ‘Shattered’ will run throughout the UK in February

‘Shattered’ is inspired by the story of David Salmon – a man from Yorkshire whose wife Linda died by suicide in April 2020 at just 56 years of age. In addition to the pressures of lockdown and the pandemic, Linda’s mental health had nosedived as a result of entering perimenopause (the transition period before menopause) and she had been signed off work with anxiety before her tragic death.

Salmon is determined to spread awareness about the invisible mental impact of menopause so that no other families have to experience what he has.

He was approached by GenM after the organization saw his story in the news, and the campaign has subsequently been built around him.

‘Shattered’ was developed for GenM by Leeds-based agency Propaganda, whose creative team worked with Salmon’s input throughout.

Heather Jackson, co-founder of GenM, said: “There are currently 15.5 million menopausal women in the UK so if that’s not you, it’s definitely someone you know. As partners, friends and spouses, it is so important that men are part of the conversation and David is absolutely leading this by example.”


Commenting on the campaign, Salmon added: “If we had understood the menopause and the symptoms that Linda was experiencing, we’d have been able to get her the help she needed and she might still be here with us today. Nobody should ever have to go through what our family has, and I am so proud to have been able to work together with the team at GenM on this campaign to help spread the message further. This is one of the proudest moments of my life and I dedicate this to the memory of Linda.”

Supported by 42 brands such as Marks & Spencer, WW, Next and Holland & Barrett, the campaign will run through February, featuring 48-sheet and 6-sheet billboards, adverts on gym screens across 646 locations, and digital advertising across The Guardian website throughout the month.

It is supported by GenM’s founding partners, which include Boots, Innocent, Always Discreet, Simba and Modibodi, with all 42 brand logos featured on campaign material.

GenM believes that brands can play a significant role in normalizing the conversation around menopause, after its 2020 Invisibility Report found that 87% of menopausal people feel overlooked by society and by brands.

Jackson said: “We founded GenM to help brands recognize the role they have in using their power and influence to improve the menopause experience for all.

“We always say that the menopause isn’t a simply human resources issue or diversity and inclusion issue, but a business issue because it affects every area of a company from workplace policy and internal comms to product development and customer engagement to signposting and marketing.”

If you want to find out more about what your firm can do to support people experiencing menopause, click here.

Brand Purpose Work & Wellbeing Menopause

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