‘Enable women to bring their whole selves to work’: Dove and Pip Edwards team up for menopause campaign, via Mindshare and FORWARD

Dove is empowering women and calling for changes in the workplace to make menopause less taboo, via a new awareness campaign for Dove Deodorants from Mindshare and FORWARD.

Coinciding with World Menopause Day and developed through a partnership with Menopause Friendly Australia, the campaign features Ksubi creative director and former P.E Nation creative director, Pip Edwards, sharing her story of experiencing perimenopause while she was 39 years old.

It also uses a microsite that contains educational materials for companies and individuals to use to uplift women and “bring their full selves to work”. Specifically, conversation guides, a tracker for menopause symptoms, research on menopause in workplaces, and a policy template are all available for free.

Overall, the platform was designed to destigmatise menopause and bolster workplace policy uptakes.

“Working with Dove is a constant source of inspiration for myself and the team, knowing that their aim is to make a meaningful and positive impact on the lives of women and girls,” FORWARD’s managing partner, Caroline Lovejoy, said.

“Menopause is a universal experience for women, yet a deeply personal one, and the goal is to ensure that women, both now and in the future, have the tools and support they need to approach their menopause journeys with confidence.”

The platform uses research from Dove Menopause Insight (DMI) – a survey created through a Menopause Friendly Australia partnership and rolled out via YouGov, where more than 1000 women working in Australia shared insights into the menopause support available to them – to support it.

According to Dove’s statistics, just 6% of women said their workplaces have necessary policies. 44% have lower self-esteem; 46% have less confidence; 55% would consider going on leave or quitting their jobs because of menopause.

“Dove is committed to supporting women’s self-esteem at every stage of life, including during menopause,” said Unilever ANZ’s Dove Deodorants brand manager, Sara Rodrigo.

“That’s why we are encouraging both employers and employees to move menopause discussions beyond casual conversations and into actionable practices that enable women to bring their whole selves to work.”

Mindshare has implanted the platform across digital articles, influencer marketing, audio and out-of-home (OOH) channels for a multi-channel paid media campaign.

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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topics Caroline Lovejoy Dove Dove Deodorants FORWARD menopause menopause awareness Mindshare Pip Edwards Sara Rodrigo Unilever ANZ World Menopause Day

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