Insight:
Women are more likely to be misdiagnosed, dismissed, or ignored in the medical system, especially during menopause, because our healthcare knowledge has been built by men, on men, for men.
Idea: MEN-ON-PAUSE.
A bold, witty, education-first platform that cuts through decades of bias by putting the old narrative and outdated menopause advice on pause and starting a new conversation led by the women who lived it.
Men-on-pause
Reclaim menopause from decades of medical bias by pausing outdated advice and pressing play on women’s voices.
EXECUTION
Working for the Menopause Society, we’ll create an integrated platform that “Pauses” male-driven misinformation on TikTok videos, medical clips and old-school PSAs, replacing each one with comedians, menopause experts, and real women delivering the truth about menopause with humour, accuracy, and lived experience.
1.Men-On-Pause Videos: TikTos and reels where outdated advice freezes mid-sentence, and women take over.
We’ll use a mix of comedians (think Tina Fey, Amy Poehler or Kristen Wigg), menopause advocates and everyday women to explain the real symptoms, including those the medical system ignores. Script sample below.
2. OHH On Pause: Create OOH (Adshells, Digital billboards): that freeze historical quotes from male doctors and then correct them with modern science.
3. The “Pause Pack”: Create a pack of tools women can use to advocate for themselves when talking to their doctor.
4. Press-Play On Menopause Stories: Create long-form content videos where our comedians share their own menopause stories and interview other women about the first moment they realised they were in menopause. The videos will be funny, raw, comforting and educational.
