The Challenge

Menopause. Now there’s a scary word.

Due to the lack of knowledge — not to mention the social stigma — many women are unaware of the realities of this natural occurrence, not to mention the distinction between the two states of menopause. Menopause is actually the final state women enter after they have experienced 12 consecutive months of not having their period, and perimenopause describes all those symptoms you hear thrown around and attributed to menopause: hot flashes, mood swings, insomnia, the works.

SOGC needed to communicate the latest medical information about menopause and shed some light on this daunting but natural phase in a woman’s life.

The Solution

The Website

By developing a brand new website with evidence-based content and modern design, Alphabet® created a place where women could find up-to-date, accurate, and medically validated information about a time in their lives that brings with it a lot of apprehension and fear.

Each woman experiences menopause differently, and that blind leap into the unknown can be daunting to take alone.

Educating women about the facts of perimenopause and menopause, including the wealth of treatment options available, empowers and informs women to be able to speak to their doctors about The Change and get the right care for their individual needs. The more informed we can all be is a win-win for both doctors and patients.

There are a lot of myths floating around about menopause, and we had an opportunity to dispel the rumours and offer women some peace of mind.


The Change

Menopause is not actually as scary as you think it is.

The ad targeted women across Canada between the ages of 45 and 60 in both English and French and directed viewers to as a resource for facts about perimenopause and menopause. Here they could learn what symptoms to expect, what treatments they could explore — from hormone replacement therapies to lifestyle changes.

The Results

The feedback from SOGC members was extremely positive — is an excellent resource for them to share with their patients.


ad impressions




click-through rate


video views

The response from the audience on social media was also very positive, and click-through rates were high. Camaraderie was the overwhelming attitude from the majority of women who interacted with the ads.


to see more of what people were saying

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