IMA has launched a new education-first campaign for Huddersfield-based GenM aimed at helping women to better understand their menopause signs and navigate the retail landscape with greater confidence.
Launching during World Menopause Awareness Month this month (October), ‘Know the Sign. Look for the MTick’ is built around the insight that, despite growing conversation around menopause, many women still struggle to recognise its signs.
In fact, GenM’s own independent research finds that most women can identify just three of the 48 signs associated with menopause. For instance, most women know that hot flushes, mood swings, and night sweats are common menopause signs, but few associate signs like dry eyes, changes in skin texture, and recurrent UTIs with the life stage. It’s a category of confusion and uncertainty.
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The education-first campaign aims to shift this category confusion towards driving real change to ‘the change,’ by raising awareness of the 48 menopause signs to help women better understand their experience and positioning the MTick as the one trusted sign to look for.
At the heart of this is said MTick – the universal shopping symbol and certification for menopause-friendly products – created to clearly signpost products that have been independently assessed and proven to support one or more of the 48 recognised signs of menopause. The MTick is a “much-needed symbol of clarity in a category riddled with confusion.”
Running throughout October, the campaign spans BVOD, social and out-of-home activity across London, Birmingham and Leeds, alongside Hearst publication content in Good Housekeeping, Red and Women’s Health. The activity also coincides with World Menopause Awareness Day on 18 October.
The campaign aims to make the MTick the benchmark of trust, through one simple call-to-action: ‘Know the Sign.’.
GenM’s 2026 Inclusivity Report shows that six in 10 women don’t connect their signs to menopause, so the campaign aims to bring greater clarity to a category that can often feel difficult to navigate, and as such empower women to find solutions for their experience.
Claire Bradley, creative director at IMA, said: “Menopause is talked about more openly than ever, but that doesn’t always mean women have the clarity they need. The creative opportunity was to make something complex feel simple: know the signs, then know the sign to look for. By bringing the 48 signs together with the MTick, we’re giving women something memorable and useful to help cut through the confusion.”
Heather Jackson, CEO and co-founder at GenM, added: “Menopause is one of the most confusing chapters in a woman’s life. Many women enter it without knowing what to expect and are unable to recognise their own signs. When I founded GenM seven years ago, it was because I felt frustrated by the lack of education and support for my own menopause journey.
“I was, and still am, that menopausal woman today. Juggling a career, family, responsibilities and everything else life brings, while navigating a transition that can come with up to 48 recognised signs. Time-poor, often sleep-deprived and overwhelmed, I wanted to feel more informed and more confident about the choices I was making.”
“Through our ‘Know The Sign. Look For The MTick’ campaign with IMA, we want to turn awareness into action. From uncertainty to certainty. We’re helping women recognise the signs of menopause and look for the MTick when shopping to make it easier to find products that can support their needs. Menopause is a unique journey for every woman, and our ambition is to make the MTick a trusted, instantly recognisable symbol that gives women greater confidence, clarity and choice, to help make the experience of menopause better tomorrow than today.”
