Monopoly reminds us that menopause can land unexpectedly
The Monopoly franchise is no stranger to brand tie-ins, but Aviva has used it to put menopause on the map.
One of Britain's best-known board games has been deployed to initiate important conversations about one of its least-discussed life stages.
Avoiding clinical or overly-educational messaging, Aviva's latest campaign, created with Saatchi & Saatchi, is part of a wider partnership involving Hasbro, OMD UK and Channel 4.
The campaign uses the familiar visual language of Monopoly to highlight the realities of menopause and encourage more open conversations around the widely misunderstood topic.
Image credit: Aviva campaignThe narrative
Given that most people understand the game's concepts of progress, setbacks, opportunities and obstacles, the mechanics provide a natural framework for illustrating the challenges women can face during menopause and the support they may need along the way.
Menopause affects millions of women, yet many people still know remarkably little about it.
Symptoms are often misunderstood, and many women continue to feel uncomfortable discussing their experiences openly.
The campaign sits within a broader menopause strategy developed with Landor, which helped define the role Aviva could play beyond simply raising awareness. That strategy led to the creation of the consumer-facing Talk Menopause with Aviva platform, designed to provide information and guidance for both those experiencing menopause and those supporting somebody through it.
Image credit: Aviva campaignOur take
Monopoly was a smart choice here to bring an instant bit of recognition to the topic, while directing discussion towards the idea of the menopause ‘journey’.
The Monopoly brand has previously lent McDonald's some locational credibility and has leveraged the London Underground network during its annual Monopoly promotion, turning station panels and adverts into Monopoly properties.
This campaign, however, feels different in tone, providing awareness and thought-provoking conversational pathways.
Image credit: Aviva campaignCredits
Brand: Aviva
Agency: Saatchi & Saatchi
Media: OMD UK
Partners: Hasbro, Channel 4
Strategy Partner: Landor
Platform: Talk Menopause with Aviva
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