Client: Benenden Health
Benenden Health – a not-for-profit affordable healthcare provider – is committed to tackling poor workplace health. It aims to support employers to create healthier and happier workforces, which are better for business and for the UK economy. To communicate this message, Kindred focused in on an ownable thought leadership topic – menopause – and how it impacts working life. Kindred created the Menopause: Missing from the Workplace campaign. The team used imagery of real women on familiar ‘missing people’ style posters – to make a statement with a simple message: Employers are in danger of losing talented women from the workplace if they don’t support them during their perimenopause and menopause symptoms. And that’s not good for business. A bold approach was needed to ensure the campaign cut through a saturated earned media space, and to ensure Benenden Health could place its voice front and centre of the narrative of this important message to UK businesses. The campaign was successful in boosting awareness and consideration of Benenden Health, generating high-quality coverage and high-quality leads. But the success of the campaign went beyond this, making measurable changes to improve outcomes for women and the businesses they work for. Thousands more women could now get the workplace support they need and UK businesses can keep vital talent to help them thrive. Nobody should be missing from the workplace due to menopause.
