Making the invisible visible: Propaganda nominated for MCA Social Value Award

Propaganda, the Leeds-based strategic brand consultancy, has been nominated for a Social Value Award by the Management Consultancies Association (MCA) for their impactful work for GenM.

The award celebrates work that has enabled clients and consultancies to achieve outstanding and sustainable benefits for wider society.

GenM was founded by Sam Simister and Heather Jackson, who were unwilling to settle for the invisibility of the UK’s 15.5 million menopausal women and non-binary and trans people in menopause.

The founders engaged Propaganda in 2021 to help their brand gain traction. Working hand in hand with Sam and Heather, Propaganda recommended a strategic pivot from being a one-stop shop for consumers to becoming the menopause partner for brands. By partnering with existing brands, GenM was able to rapidly scale their social impact, while creating a sustainable business plan for long-term .

To raise the profile of the menopause audience – making the invisible visible – Propaganda created and produced powerful national campaigns, achieving a wide range of national and industry coverage including titles such as Forbes, The Times, Camapaign, Marie Claire, Courier, Times Radio, and BBC News.

In the six months since launching, 55 pioneering brands have become GenM Partners, publicly committing to take action to improve the menopause experience. Partners include household names such as Boots, Marks and Spencer, Royal Mail, and JP Morgan.

Most importantly, organisations are already creating positive change, from developing menopause-specific products, and enhancing store signposting, to creating menopause workplace policies, sharing taboo-busting internal comms, and launching campaigns to overcome censorship of women’s health on social media.

Laura Kynaston, Managing Director of Propaganda, said, “As the only brand consultancy ever to be accepted as members of the MCA, we are delighted to be nominated for our work with GenM. It underscores Propaganda’s purpose-led approach. In all our work, we strive to make it matter. And championing a better menopause experience matters to millions of under-served women, as well as impacting everyone in our wider society.”

Sam Simister, co-founder of GenM, added, “Propaganda got to the heart of what we were trying to achieve. Their recommendations made the evolution to our new brand proposition easy. We’re still in our first year, with a clear trajectory in place to attract and retain more brand partners, who collectively will help us normalise the menopause conversation and improve the menopause experience for all.”

The MCA Awards winners will be announced on 14 November 2022.

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