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Propaganda creates campaign to boost understanding among men of menopause


A new campaign, which was created by brand consultancy Propaganda for GenM, highlights the importance of men understanding the menopause and its impact.

It has been backed by the 42 brands which are GenM’s Founding Partners – including Marks & Spencer, Holland & Barrett and Next – and is inspired by the story of Yorkshire man David Salmon whose wife, Linda, took her own life in April 2020 having experienced the mental health effects of the perimenopause period.

Propaganda worked closely with David to create the campaign ‘Shattered’, which features digital advertising on the Guardian’s website this month, 48- and six-sheet billboards, and 646 gyms hosting adverts on their screens. GenM, which helps brands better understand the needs of their menopausal customers and employees – has also ‘shattered’ its logo and website.

David Salmon and Heather Jackson

All of the Founding Partners of GenM, which also include Boots, Innocent, and Always, have their logos included on the campaign creative.

David Salmon said: “If we had understood the menopause and the symptoms that Linda was experiencing, we’d have been able to get her the help she needed and she might still be here with us today.

“Nobody should ever have to go through what our family has, and I am so proud to have been able to work together with the team at GenM on this campaign to help spread the message further. This is one of the proudest moments of my life and I dedicate this to the memory of Linda.”

GenM’s Co-founder, Heather Jackson, added: “The menopause isn’t a simply Human Resources issue or Diversity & Inclusion issue, but a business issue because it affects every area of a company from workplace policy and internal comms to product development and customer engagement to signposting and marketing.”

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