Goals and objectives
The primary objective of the "Breaking the Silence on Menopause" campaign—developed by Axel Springer Brand Studios in partnership with Besins Healthcare and Media Impact—was to dismantle the stigma surrounding menopause. Despite affecting millions of women, menopause remains a taboo topic, often leaving those experiencing it without sufficient information or support. This campaign aimed to provide education, raise awareness, and empower women to navigate this life stage with confidence.
By leveraging the reach and credibility of BILD, the campaign combined compelling storytelling, expert insights, and multi-channel distribution. It sought to:
- Educate women on menopause symptoms and available treatments
- Highlight the medical and psychological support offered by Besins
- Position menopause as both a health and workforce issue
- Encourage public discourse and reduce stigma
Key outcomes included increased article views (168,190+), high social media engagement (27.42% on Facebook), and meaningful participation at the BILD Women’s Health Summit 2024. The campaign successfully initiated a national conversation and empowered women with accessible, expert-backed information.
Surprising Insights
- Longer Engagement Time: The average time spent on the Brand Story (4:09) exceeded expectations, indicating a strong appetite for in-depth, trustworthy menopause content.
- Social Media as a Conversation Catalyst: Facebook’s 27.42% engagement rate—130% above benchmark—highlighted the platform’s role in driving dialogue and peer support.
- Interest from Younger Audiences: Unexpected engagement from women in their mid-30s revealed an opportunity to address perimenopause earlier.
- Workplace Relevance Resonated: Content linking menopause to economic and workforce impact saw high engagement, underscoring its broader societal relevance.
These insights will inform future strategies, including broader audience segmentation, more interactive formats, and deeper exploration of menopause’s impact on professional life.