Selling Menopause

Menopause is one of the world's most neglected health topics, despite it affecting half the population. 75% of women avoid discussing it with others, and one in two women don’t realise they’re dealing with menopause until a year in. We 'sold' menopause on Amazon as if it were a product, so women could leave their own brutally honest reviews of it. A purpose-built listing prompted women to share symptoms and experiences in their own words, creating a catalogue of what menopause feels like. We launched the campaign with a tongue-in-cheek teleshopping film starring Davina McCall and Morgana Robinson. All purchases of menopause from the page were actually a donation to Menopause Mandate. Women shared their authentic menopause experiences on Amazon and on social media. Importantly, menopause got the reviews it deserved and is now one of Amazon's worst-rated products.