Pip Edwards Fronts Dove’s New Menopause Awareness Campaign via FORWARD + Mindshare

Dove has launched a menopause awareness campaign as part of its longstanding mission to champion women’s self-esteem, in collaboration with FORWARD and Mindshare for Dove Deodorants.

Entrepreneur and influencer Pip Edwards joins as the face of the campaign, lending her voice and sharing her personal experience having gone through perimenopause at just 39 years old.

With the goal of raising awareness and advocating for workplace change, the campaign launched a dedicated microsite (dove.com/menopause) housing educational resources for individuals and businesses alike to encourage women to bring their full selves to work.

Working to break the taboo surrounding menopause and encourage uptake of workplace policies, the campaign and website developed in partnership with Menopause Friendly Australia, houses free resources including a menopause symptom tracker, conversation guides, ready to use downloadable menopause policy template and research findings on the state of menopause within Australian workplaces.

The campaign is supported by Dove Menopause Insight (DMI) research which revealed concerning levels of workplace burnout (55%) and lower self-esteem (44%) among those individuals experiencing perimenopause and menopause in the workplace.

DMI research was developed in partnership with Menopause Friendly Australia and conducted via YouGov. The final figures of the DMI have been weighed and are representative of all Australian adult females aged 35 to 60 who are employed (excluding self-employed and those who are currently pregnant).

Says Caroline Lovejoy, managing partner, FORWARD: “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. 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.”

Supporting the launch of the campaign, Mindshare spearheaded a multi-channel paid media campaign, leveraging audio, influencer marketing, OOH, and online articles to educate the public about the impacts of menopause and perimenopause. Paid partnerships included Mamamia and Women’s Agenda.

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

The launch of the campaign coincides with Menopause Awareness Month (October), with Menopause Awareness Day falling on 18 October.

Unilever
John McKeon – Head of Personal Care ANZ
Sandra de Lassus – Head of Deodorants ANZ
Alisha Thornley – Content Lead
Sara Rodrigo – Brand Manager, Dove Deodorants

FORWARD
Caroline Lovejoy – Managing Partner
Bronte Mather – Account Manager
Nadene Budden – Account Manager
Sonia Selvakumar – Account Executive

Mindshare
Laura Fell – Head of Connections Planning
Oliver Poiner – Marketplace Manager
Matilda Thorpe – Marketplace Executive
Abhigna Venkatakrishna – Performance Director
Chloe Paul – Performance Manager