Highly commended
Making Menopause Unmissed with CanesMeno
by Inizio Evoke for Bayer
Summary of work
Menopause is too often framed as the “beginning of the end,” with nearly 70% of UK women entering this life stage without recognising the signs. Many feel invisible, anxious, and unsure where to turn. CanesMeno®, from the experts at Canesten, set out to change that - redefining the menopause experience through credible education and empathetic inclusive support.
We launched a new scientifically-formulated product range with the CanesMeno® Hub: a free digital destination designed to help women connect the dots and feel more confident and in control.
“Menopause, Unmissed” became our rallying cry; a purpose-led platform spanning mass awareness, intuitive digital tools, pharmacy training, policy advocacy and a 16-strong ambassador collective blending expertise, representation, and live experience. Influencer content evolved into meaningful peer-to-peer education women could trust.
The result was a fully integrated experience, reaching women at scale, supporting them with practical tools in moments of need and embedding help across retail and pharmacy touchpoints, while integrating the activity with driving policy change.
Impact has been significant: 50k+ Hub installs (9k in month one), 62 earned media pieces (1bn + reach), 7.2m ambassador and event social reach, and 722 pharmacist training completions - establishing CanesMeno® as a trusted women’s health ally.
Judges’ comments
Making Menopause Unmissed with CanesMeno was ambitious in its scope. It was an extremely impressive campaign with clear orchestration across many different channels, integrating HCP, policy and consumer narratives in a impactful way. This combination felt innovative and clearly exceeded the goals of the campaign.
