VMLY&R challenges Period misconceptions for Boots

VMLY&R/The Pharm's print campaign for Boots highlights inaccuracy of preconceived menopausal symptoms

By Creative Salon

There are many misconceptions around the menopause, that differ vastly from the reality of symptoms experienced by women - and it's something VMLY&R has brought to life in a new print campaign for Boots.

The campaign uses impactful double-page spreads to highlight how much these menopausal preconceptions differ from the reality and variation of symptoms women experience. It will run in a number of publications, including OK!, New, and Daily Express.

There are 15.5 million perimenopausal and menopausal women in the UK. Of these, 90% with menopausal symptoms struggled to identify them as menopause, taking an average of 14 months to make the connection.

The new work aims to encourage open, frank and empowering conversations surrounding the symptoms and treatment of menopause - normalising the topic, helping women navigate the facts, gaining the knowledge to find the right support, and advocating for their needs.

On the left-hand side, the redacted text describes commonly referred to symptoms of menopause. Whereas on the right, the unredacted text reveals a personal account based on real experiences. The full print uncovers the truth behind the presumption, highlighting that menopause is personal and that symptoms experienced vary from person to person.

Boots has worked tirelessly to understand and offer support for the 40+ signs and symptoms of menopause and offer specific menopause training for all employees. This increased offering allows Boots to help customers find what’s right for their menopause experience, bringing support to the high street and online through their 24/7 Health Hub.

Campaign credits:

Agency: VMLY&R/The Pharm

Creatives: Jo Ridley & Alexia Vasilarou

Creative Partner: Sam Heath

Chief Creative Officer: Laurent Simon

Programme Director: Leonie Chaudhry

Associate Strategy Director: Leonie Hondeborg

Account Management: Alice Bunbury / Sam Phillips-Grey

Design: Cecilia Odong


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