Clear Channel and Improper Agency launch nationwide awareness campaign ‘Educate Yourself’
14 Oct 2024 / Platform for Good, Our People, Campaigns, News
A new Out of Home campaign for World Menopause Day seeks to normalise menopause, dispel stereotypes and break down taboos by highlighting some of the lesser-known symptoms and taking a lighthearted approach.
Clear Channel UK and Improper Agency joined forces to launch ‘Educate Yourself’, a nationwide campaign raising awareness of menopause and its diverse signs and symptoms.
Menopause is a serious and life changing transition that is estimated to effect 30% of women in the UK at any one time. Research found 93% of women felt they would benefit if friends and family were more informed about menopause, 3 in 4 people believing that menopause remains a taboo subject (Gen M). The campaign aims to destigmatise menopause and increase knowledge, as with knowledge comes change.
Inclusivity is central to the campaign and Educate Yourself features a range of individuals who have diverse experiences of menopause, including Sheree Hargreaves, who experienced early onset menopause aged 15, Emma Livingstone, founder of Up – The Adult Cerebral Palsy Movement, Zeph Churchill, former nurse turned comedian with a menopause-focused comedy show, and Ola Fagbohun, a mid to older life women’s health practitioner, as well as several of Clear Channel employees.
The campaign explores ten scenarios, each highlighting a different symptom of menopause through lighthearted and sometimes absurd scenarios. Lesser-known signs including cold flushes, nail changes, digestive issues, heart palpitations and burning mouth syndrome, are shown in the campaign.
Educate Yourself will be shown on Clear Channel’s digital Out of Home digital screens nationwide from 14th October in anticipation of World Menopause Day on 18th October.
The campaign has been developed in partnership with partners The Menopause Charity, Black Women in Menopause and Menopause Café, to drive awareness of where people can find information and support for menopause.
A campaign website will go live alongside the campaign, including information on the various signs of menopause, links to resources and stories from those featured in the campaign.
Sarah Goslin, Senior Internal Communications Manager at Clear Channel UK, said: “Out Of Home is the perfect medium to help break the menopause taboo and at Clear Channel, we were keen to spark this long overdue conversation within the communities we serve, using our public screens nationwide. The ‘Educate Yourself’ campaign, anchored in real stories and experiences, has also resonated with our colleagues, some of which have bravely decided to take part. I have yet to see menopause spoken about with such tenacity, vibrancy, and realism and together with Improper, we hope this bold campaign will shift the needle on menopause education and awareness.”
Nicky Thompson, Creative Director at Improper, said: “Menopause is often trivialised and brushed aside in society, or simply seen as a joke. Frequently dismissed and reduced to ‘hot flushes’ or ‘the change’, it goes hand in hand with the invisibility of older women in our society... but that’s another campaign! The 93% of women asking for more conversation and education in this highly personal and emotional area was the catalyst of the campaign concept; educate, educate, educate! Through a playful approach, the campaign asks everyone to “Educate Yourself” as destigmatisation is long overdue. We all need to know more, because with knowledge comes change. As someone who is going through this journey themselves, spending time and exchanging diverse stories and experiences I hope this campaign will shift perspectives on something that affects half of the UK’s population.”
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