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 powerful print campaign encouraged 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.