This D&AD New Blood brief challenged us to tackle the lack of awareness surrounding menopause – to positively disrupt stigmas and spread a new message to a wider audience.

Menopause affects half the population, yet we pretend it doesn't exist. The UNPAUSE campaign brings attention to this using real-world interruptions to disrupt content made by people who have/will transition to menopause. To unpause this content, people are led to our microsite to access resources that amplify individual experiences.

To make our message clear, UNPAUSE adopts a bold visual style utilising a bright colour palette, strong typography, and disruptive hand-generated marks. Inspired by powerful, protest campaigns, UNPAUSE sticks clear of stereotypical feminine identities, ensuring our message works to re-write the menopausal narrative.