WOMAN IN MENOPAUSE

What if it were the menopause?

Services

Guidance & Strategy

Branding & Identity

Multi-channel Campaigns

Creative Concepts

Content Production

Data Analysis & Reporting

Digital Development

The Crew raises awareness with Woman in Menopause (WIM)

As the menopause is still a taboo, it is often misunderstood and insufficiently tackled, both by the women concerned and by health professionals. To break the silence and provide a reliable source of information and support, Woman in Menopause (WIM) was launched. With the strategic and creative support of The Crew, this project aims to become the reference for menopause knowledge and to offer a space for exchange and mutual support for women and health professionals alike.

An educational and interactive approach

WIM does more than giving information. The project draws on expert opinions, practical advice, inspiring stories, studies and strategic partnerships to offer practical solutions to women in menopause. It aims to create connections, stimulate discussions and boost collective awareness on a subject that in the end affects half of the population.

A targeted communication strategy

To effectively reach its target audiences, we have developed a communication strategy adapted to two distinct groups: the general public (B2C) and health professionals (B2B). This resulted in:

  1. A strong brand identity, embodying WIM’s mission and values.
  2. A dedicated website, including practical tools such as the ‘Meno-Check’, personalised advice and rich editorial content.
  3. An awareness campaign in two waves (June and October 2024), based on the creative concept ‘What if it were the menopause?’ to help women identify the symptoms and better understand this transition period.
  4. A KAM support system, including brochures, posters and a paper version of the ‘Meno-Check’, as well as the adaptation of existing materials.
  5. Active participation in the Libelle event in September 2024, to meet women and experts.

A successful digital campaign

The cross-channel approach (Google Ads, Pinterest and Meta) has proven to be effective, maximising reach and engagement. The second wave of the campaign in particular generated impressive results:

  1. More than 3.2 million impressions (+34.06% compared to the first wave)
  2. 50,883 clicks (+35.19% compared to the first wave)
  3. An optimised media budget of €9,953.28 out of €10,000 allocated

An impactful project

By putting menopause in the spotlights, Woman in Menopause paves the way for a better understanding and acceptance of this natural phase in life. With a well-honed strategy and encouraging results, The Crew once again demonstrates its expertise in outreach, communication and community engagement. WIM’s ambition is to continue to grow, to reach more women and to make open and knowledgeable conversations about the menopause the standard.

Credits

Client
Woman in Menopause

Contacts
Laura Embrechts
Kyani De Beck

Account Director
Joëlle Belangé

Art Director
Zoé Quertigniez

Graphic Designer
Johan Van Ransbeek
Danielle Verlinden

Copywriter
Tony Geudens
Jérôme Van den Broeck

Web Developer
Dieter Jeanty

Digital Expert
Rik Peetermans

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