For real change to happen, you don’t ask the people being mistreated to change. You go to the source of the problem – and Propaganda helped GenM to do just that for the menopause.

From patronising portrayals to a lack of products, services, workplace support, GenM was launched to drive change for the UK’s 15.5m menopausal women who feel invisible to society. They needed to accelerate business growth and awareness, creating a commercial brand built on a purposeful foundation.

Armed with insight, we positioned GenM as the first menopause professional body for brands, lobbying Founding Partners – from start-ups to global organisations – to commit to improving the menopause experience.

This sustainable business model gave GenM a wider, more impactful influence on menopause-specific initiatives, supporting under-served menopausal women at home, at work and in society.