Background: Knowledge and understanding of menopause remains incredibly low. The few times menopause is portrayed in mainstream media, it’s reduced to stereotypes of ages, people or symptoms. On top of that there’s a social stigma around menopause that makes it hard to talk about.

Insight: We like to talk about movies and series we’ve seen, with friends and family members.

Idea: What if we could break the stigma around menopause, by making it a part of mainstream media?

Campaign: Mainstream Menopause is a series of new scenes within Netflix’s original content. The scripts for the scenes are based on Refinery29 reader’s stories from their menopause, ensuring that we get a nuanced and real picture of what menopause can be.