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Idea: Men-on-pause: Pause the outdated voices. Play the women who know.
A bold, witty, education-first platform that cuts through decades of bias by putting the old narrative on pause and starting a new conversation led by the women who lived it.
EXECUTION
Working for the Menopause Society, we’ll create an integrated platform that “Pauses” male-driven misinformation in 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.
Men-on-pause (Concept)
An integrated campaign that reclaims menopause from decades of medical bias by pausing outdated voices and amplifying women’s lived experience.
The platform will include:
1. A Social First Campaign: Create TikTok and Insta reel “men-on-pause videos”, where outdated advice freezes mid-sentence, and women take over.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. Pause the Fiction AR Filters: Create AR filters that let users detect and pause menopause misinformation in the wild, replacing it with a menopause fact.
3. OHH On Pause: Create OOH (Adshells, Digital billboards): that freeze historical quotes from male doctors and then correct them with modern science.
4. The “Pause Pack”: Create a pack of tools women can use to advocate for themselves when talking to their doctor.
5. 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.
Men-on-pause 30”
We open on a man recording his podcast, passionately speaking into the mic:
“Bro, menopause is basically just crazy, old women getting emotional—”
PAUSE SOUND and PAUSE BUTTON appear on screen.
The man freezes mid-gesture, but moves his eyes around, letting us know that he’s aware he’s frozen.
A woman (comedian) steps in:
“Oh, honey…cute…but no. Menopause–and perimenopause if you wanna get technical–includes 34 symptoms ranging from heart palpitations to insomnia. And ‘emotional’ isn’t even in the top 10. But thanks for playing.”
“Visit menopause.org to learn the truth about menopause from real women who know.”
The man keeps trying to move but remains frozen/paused.
Woman:
Someone give this guy a hug, I think *he’s* feeling a little emotional.
SUPER: Pause the noise. Play the women who know.
LOGO: Menopause Society.
Agency: insert your agency here ;)