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British Menopause Society


Tackling the taboo


British Menopause Society


Tackling the taboo


Insight

The British Menopause Society (BMS) provides education, information and guidance to healthcare professionals specialising in all aspects of post reproductive health. In order to raise awareness and help increase understanding of the menopause, Edelman executed a proactive communications campaign for the BMS, driving women to seek tailored treatment for improved quality of life.

In November 2015, the National Institute of Health and Care Excellence (NICE) attracted widespread media attention when it launched the first guideline on the Diagnosis and Management of the Menopause, a major milestone in addressing the often overlooked needs of women.

However, research informed us that not only were the vast majority of women failing to recognise and consult medical advice for menopausal symptoms, but GPs, policy makers and the media were also undereducated in the specifics of the condition.

Idea

Building on the awareness and interest post the NICE guidelines on menopause, we executed a survey-driven media relations campaign to highlight the true impact of this condition in the UK. We aimed to quantify and demystify menopause, re-calibrating the media’s attitude and changing a historic default narrative.

To achieve maximum interest and share of voice in the media, we developed a case study package and initiated long leads to commence a dialogue with key media contacts, consequently extending our media outreach to key publications in national, regional, broadcast and healthcare professional media once we had the survey findings.

Key to the campaign was uncovering the true impact of the menopause, so a nationwide survey explored the personal experiences of 1,200 women living with the menopause. Despite the new guidelines, we found that women all over the country were still in the dark about the condition.

The findings were launched at the BMS' annual conference. To generate interest, Edelman managed a multi-faceted campaign combining press materials, new resources summarising the new guidelines, compelling case studies, and the involvement of key BMS and celebrity ambassadors.

Working with a group of key regional menopause ambassadors, and with endorsement from celebrity journalist Penny Junor, we collated case studies to bring the shocking survey findings to life.

Impact

Engaging key media stakeholders and online influencers at an early stage allowed us to capitalise on the previous interest generated by the NICE guidelines. With a supporting social media strategy, the results were exceptional, achieving a high volume of coverage across print, broadcast and online channels.

To date there have been four items of TV coverage, 14 original articles online and in print, and four radio pieces reaching an estimated audience of 96,062,611. Four of the seven case studies have been placed for interviews with regional and national press.

Regarding social media, there has been 124 tweets to-date including from The Telegraph and also media medics Dr Sarah Brewer and Dr Monah Mansoori.

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