The brand, retailer and manufacturer collective’s multimedia campaign on Friday empowered Metro readers to shop more confidently for menopause-friendly products
The campaign, bought and planned by Vega Comms, featured a print cover wrap and website takeovers centring around the ‘MTick’, a universal shopping symbol demonstrating that a product is menopause-friendly.
The ads aim to empower those experiencing menopause to continue to lead their lives with confidence, whether professionally, sexually, in fitness or in leisure.
Accompanying the campaign was an article from Metro editor Deborah Arthurs, who spotlighted the story of two women who created their own menopause supplements from home after doctors dismissed their symptoms.
While explaining GenM’s role and what the MTick means for consumers, Arthurs writes: “At Metro, on World Menopause Day, we were glad to be able to support the promotion of MTick with our cover wrap on today’s paper in London, to support GenM and their campaign to bring the menopause-friendly symbol MTick to the attention of more shoppers – and to help explain what it does.”
