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Dear Menopause letter continues opening up of taboo topic

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Dear Menopause letter continues opening up of taboo topic by Tree Elven on 13/10/2021
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  • Amusing
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At last we see a little more activity around the hitherto inexplicably underserved area of menopause in advertising. Whie other taboos have been tackled with sensitivity and/or gusto, this one has stood unchallenged for a surprisingly long time. In 2021, with developments such as a TV documentary in the UK by popular presenter Davina McCall, and the sharing of an 'open-source' menopause policy for companies, it seems that this taboo topic is finally beginning to open up. A transitioning which affects all women (given sufficient longevity) directly and pretty much the entire population indirectly, has been remarkably invisible, despite an evident need for related products, services and policies. What do you think of this short film by Irish company Revive Active, which formulates and manuctures supplements' in Ireland for export worldwide? The company says that it undertook extensive research when developing the new Meno Active range, not just on the components, but on listening to what women had to say on this subject via social media and the Liveline radio/phone-in show. The main problem identified from the women respondents was simply not being listened to. How do you respond to the result, a 30-second footage by documentary-maker Donal Moloney? Lovely message, I like the imagery of a new dawn breaking and a woman pondering her life's journey? Wow, solitude, shells, and sunset - seriously? Oh no, another message about 'taking control' when I just want to be understood? Hold on, where did everyone go, this is not just about me, for goodness' sake!? Hey, it's a step in the right direction and I applaud that?

Keywords: Revive Active, Meno Active ad, menopause in advertising, taboo topics menopause, Donal Moloney, Joe Duffy, Bonfire agency

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