Aviva has partnered with Saatchi & Saatchi, OMD UK and Channel 4 on a new campaign designed to encourage more open conversations around menopause and challenge the stigma, misunderstanding and lack of awareness that many women experiencing menopause still encounter.
The campaign was developed as part of a broader menopause strategy created in partnership with brand and design specialist Landor, which helped define Aviva’s role in the conversation and identify how the brand could support women beyond awareness-raising alone. This work also led to the development of Talk menopause with Aviva, a new consumer-facing hub providing information and guidance for people experiencing menopause as well as those supporting someone through it.
Building on this strategy, Aviva and Saatchi & Saatchi have created Menopause Monopoly, a bespoke reimagining of the iconic board game in collaboration with Hasbro. Drawing on the experiences of women, identified by Aviva’s research* with women at different stages of menopause, the board works as an important creative conversation starter and has been designed to spotlight relatable experiences and scenarios to encourage discussion around the physical, emotional and financial impact of menopause. Created specifically for the campaign’s content, the board will not be available for consumers to purchase.
In their first work together, Aviva and Saatchi & Saatchi’s version of the game includes new stops such as Self-Care, Missed Promotion and Financial Worries, while Chance cards have been reworked for those navigating menopause to feature relatable phrases such as “You finally take control of your savings and pension pots, and start planning for the future; Collect £200 from the banker.” and “Your sex-drive reaches an unexpected high! Welcome back; Advance to HELLO LIBIDO.” Player tokens include a fan, eye mask and an open purse, highlighting the far-reaching impact of menopause as players make their way around the board.
By creating a game built around careers, finances and life experiences, the campaign turns a familiar backdrop on its head to explore the nuanced and often-overlooked impact menopause can have across multiple aspects of everyday life.
To bring the campaign into culture, Channel 4 commissioned Games Night, an original long-form episode inspired by Menopause Monopoly, through its award-winning branded entertainment team. The partnership was developed and led by Aviva‘s media agency, OMD UK, who identified Channel 4 as the ideal partner to bring the campaign to wider audiences through entertainment-led storytelling. Working alongside Aviva and Channel 4, OMD UK helped shape the multiplatform approach to drive engagement and encourage more open conversations about menopause.
The exclusive programme brings together television presenter Anna Richardson, comedian Kerry Godliman and content creator Fats Timbo for a candid and thought-provoking conversation about menopause, sparked by the scenarios and experiences featured within Menopause Monopoly. Rather than focusing on symptoms alone, the discussion explores the broader realities of menopause, and uses personal stories, humour and honest reflection to highlight how differently menopause can affect individuals.
The work will run until the end of the year across Channel 4’s linear, streaming, YouTube and social, bringing the realities of menopause to wider audiences through entertainment, storytelling and lived experience.
The campaign forms part of Aviva’s broader commitment to supporting customers through key life moments, including access to menopause support through its health insurance offering, Talk menopause with Aviva, and tools designed to help people plan for their financial futures.
Charlotte Nairne-Clark, Head of Brand Campaigns & Strategy, Aviva, said:
“Menopause is a natural stage of life and many people move through it positively. However, our research shows that for others it can have a significant impact on their health, confidence, relationships and finances, while many still feel unsure where to turn for information or support.
“That’s why we’ve partnered with Saatchi & Saatchi, OMD and Channel 4 on a campaign designed to encourage more open conversations and help people experiencing menopause and their families feel more informed, prepared and supported throughout menopause.”
Franki Goodwin, CCO, Saatchi & Saatchi, said:
“Like many women I’m scared of being sent directly to menopause jail without passing go or collecting £200, so the idea of Menopause Monopoly was instantly impactful and resonant. We created this partnership to demonstrate that Aviva can help people experiencing menopause plan and strategise around this life stage in both the health and wealth space by showing real people taking control of their menopause journey on a brilliantly bespoke board that tackles all of the issues in a familiar and friendly way.”
Sam Hicks, Head of Advertiser Strategy at Channel 4 Sales said:
“Menopause Monopoly is a brilliant example of how branded entertainment can bring important conversations into the mainstream. Menopause is something every woman will experience yet remains a subject many people still find difficult to talk about openly.
“Bringing Fats, Kerry and Anna together around Monopoly, a game almost everyone knows and loves, creates the perfect setting for funny, honest and revealing conversations. We’re delighted to be partnering with Aviva on their first collaboration with Channel 4 to bring the format to audiences across our ecosystem.”
*Research commissioned by Aviva and conducted by Truth Consulting, based on a nationally representative survey of 2,436 women aged 35–64 in the UK, balanced by age, income, region and working status, plus a deep-dive study of 2,000 women across three menopause life stages — and, uniquely, 400 partners of women going through the transition. Note: Due to the physiological nature of this research, references to ‘women’ or ‘females’ include anyone assigned female at birth who experiences women’s health issues, such as periods, pregnancy, and menopause.
Source: Saatchi & Saatchi
Aviva partners with Saatchi & Saatchi, OMD UK and Channel 4 to spark a national conversation about menopause added by newsroom on
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