GenM

For real change to happen, you don’t ask the people who are being mistreated to change. You go to the source of the problem – and Propaganda helped GenM do just that for menopause.

From patronising portrayals of women in midlife to a lack of education and choice of solutions to the symptoms at point of sale, GenM was launched to drive change for the UK’s 15.5 million menopausal women, who often feel invisible to society. They needed to accelerate business growth and awareness, creating a commercial brand built on a purposeful foundation.

Armed with insight, we positioned GenM as the only ‘Menopause Partner for Brands and Retailers’, from start-ups to global organisations. This position aimed to improve the menopause experience for all by bringing visibility, choice and trust to an audience whose needs were severely underserved.

We developed the world’s only menopause-friendly symbol, the MTick, enabling brands and retailers to signpost products that can help support any of the 48 menopause symptoms.

This sustainable business model has allowed GenM to have a broader, more impactful influence on menopause-specific initiatives, supporting underserved menopausal women and driving much-needed societal change.