WomenINC
A social campaign that emphasizes taboos
Client
WomenINC (Together with KesselsKramer)
Client
WomenINC (Together with KesselsKramer)
Client
WomenINC (Together with KesselsKramer)
Services
Campaign identity, Campaign design
Services
Campaign identity, Campaign design
Services
Campaign identity, Campaign design
The context
In the Netherlands, over half the population experiences menstrual or hormonal health issues, yet the topic remains largely invisible. The lack of open conversation creates a cycle of silence, shame, and neglect. Without awareness or dialogue, symptoms often go unrecognised, untreated, or dismissed entirely. The challenge was to break this silence and bring taboo topics like menopause into the public eye: with honesty, empathy, and impact.
The context
In the Netherlands, over half the population experiences menstrual or hormonal health issues, yet the topic remains largely invisible. The lack of open conversation creates a cycle of silence, shame, and neglect. Without awareness or dialogue, symptoms often go unrecognised, untreated, or dismissed entirely. The challenge was to break this silence and bring taboo topics like menopause into the public eye: with honesty, empathy, and impact.
The context
In the Netherlands, over half the population experiences menstrual or hormonal health issues, yet the topic remains largely invisible. The lack of open conversation creates a cycle of silence, shame, and neglect. Without awareness or dialogue, symptoms often go unrecognised, untreated, or dismissed entirely. The challenge was to break this silence and bring taboo topics like menopause into the public eye: with honesty, empathy, and impact.
The idea
To get people talking, the campaign leaned into the taboo. Menopause, the focus of the first campaign flight, was approached with a bold, activist visual identity, one that used censorship as a creative device to reflect what’s often left unsaid. This was paired with an approachable, empowering tone of voice to shift the conversation from discomfort to openness.
The idea
To get people talking, the campaign leaned into the taboo. Menopause, the focus of the first campaign flight, was approached with a bold, activist visual identity, one that used censorship as a creative device to reflect what’s often left unsaid. This was paired with an approachable, empowering tone of voice to shift the conversation from discomfort to openness.
The idea
To get people talking, the campaign leaned into the taboo. Menopause, the focus of the first campaign flight, was approached with a bold, activist visual identity, one that used censorship as a creative device to reflect what’s often left unsaid. This was paired with an approachable, empowering tone of voice to shift the conversation from discomfort to openness.
The creation
Censored headlines and partially obscured portraits formed the core visual language, acting as a powerful invitation to look closer and listen. At the centre of the campaign: four women sharing their real and often painful experiences with menopause. Their stories unfolded across social media, a dedicated campaign site, and a podcast series, creating a multi-platform conversation that made space for vulnerability, recognition, and change.
The creation
Censored headlines and partially obscured portraits formed the core visual language, acting as a powerful invitation to look closer and listen. At the centre of the campaign: four women sharing their real and often painful experiences with menopause. Their stories unfolded across social media, a dedicated campaign site, and a podcast series, creating a multi-platform conversation that made space for vulnerability, recognition, and change.
The creation
Censored headlines and partially obscured portraits formed the core visual language, acting as a powerful invitation to look closer and listen. At the centre of the campaign: four women sharing their real and often painful experiences with menopause. Their stories unfolded across social media, a dedicated campaign site, and a podcast series, creating a multi-platform conversation that made space for vulnerability, recognition, and change.
More to View
