Pip Edwards.
Dove has launched a menopause awareness campaign as part of its mission to champion women’s self-esteem, in collaboration with FORWARD and Mindshare for Dove Deodorants.
Entrepreneur and influencer Pip Edwards joins as the face of the campaign, lending her voice and sharing her personal experience having gone through perimenopause at just 39 years old.
With the goal of raising awareness and advocating for workplace change, the campaign launched a dedicated microsite housing educational resources for individuals and businesses alike to encourage women to bring their full selves to work.
Working to break the taboo surrounding menopause and encourage uptake of workplace policies, the campaign and website developed in partnership with Menopause Friendly Australia houses free resources including a menopause symptom tracker, conversation guides, ready to use downloadable menopause policy template and research findings on the state of menopause within Australian workplaces.
The campaign is supported by Dove Menopause Insight (DMI) research which revealed levels of workplace burnout (55%) and lower self-esteem (44%) among those individuals experiencing perimenopause and menopause in the workplace.
DMI research was developed in partnership with Menopause Friendly Australia and conducted via YouGov. The final figures of the DMI have been weighed and are representative of all Australian adult females aged 35 to 60 who are employed (excluding self-employed and those who are currently pregnant).
Supporting the launch of the campaign, Mindshare also spearheaded a multi-channel paid media campaign, leveraging audio, influencer marketing, OOH, and online articles to educate the public about the impacts of menopause and perimenopause.
Paid partnerships included Mamamia and Women’s Agenda.
FORWARD managing partner Caroline Lovejoy said working with Dove is a constant source of inspiration for her and the team, knowing their aim is to make a meaningful and positive impact on the lives of women and girls.
"Menopause is a universal experience for women, yet a deeply personal one, and the goal is to ensure that women, both now and in the future, have the tools and support they need to approach their menopause journeys with confidence," she said.
Dove Deodorants brand manager of Unilever ANZ, Sara Rodrigo, said Dove is committed to supporting women’s self-esteem at every stage of life, including during menopause.
"That’s why we are encouraging both employers and employees to move menopause discussions beyond casual conversations and into actionable practices that enable women to bring their whole selves to work," she said.
Mindshare national head of strategy Elliot Eldridge said Mindshare is so excited to not only work alongside a brand like Dove, but to identify such a powerful and pivotal community to extend the incredible work that the brand has done for women and their self-confidence.
"This was one of those strategic campaigns that you always dream to lead, work on, and produce with a brand like Dove," Eldridge said.
"The work is a testament to the commitment the brand has made to improving self-confidence for all women.”
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