Motivating over 2,000 employers
to sign the Menopause Workplace Pledge
Case study
We used our digital expertise to help Wellbeing of Women raise awareness, break taboos and drive action around the Menopause Workplace Pledge.
The brief
Wellbeing of Women, a women’s health charity, approached Cyberlogical for paid advertising expertise and support. With the number of their online campaigns on the rise, they wanted to reach the right audiences with the right content, and generate meaningful results.
The launch of the Menopause Workplace Pledge is where we started, a campaign that calls on employers to take positive action to make sure that women going through the menopause are supported at work.
Finding the right audience
We created user profiles to better understand who the charity’s target audiences were and where they could be found online. LinkedIn was identified for engagement with key HR professionals, and Facebook for wider awareness-raising among members of the public. Our advertising, which enticed engagement with attention-grabbing copy and imagery, directed traffic to the Wellbeing of Women website, where individuals could find resources about menopause health and complete a form to sign up.
Pledges to make a difference
So far, more than 2,600 employers, including the BBC, Tesco and Royal Mail, have signed the pledge.
The Civil Service, House of Commons and NHS England have also committed to providing support, alongside celebrities including Mariella Frostrup, Penny Lancaster and Lisa Snowdon.
The pledge made the shortlist for a PPA Award, and became a finalist in the 2023 Digital Publishing Awards.
Valuable engagement
But our work wasn’t just about conversion. We not only measured sign-ups to the Menopause Workplace Pledge, but engagement on the web page, supporting the charity in their mission to raise awareness of menopause health and remove the stigmas surrounding it. The social media hashtag #ChatMenopause helped to ensure that menopause became part of everyday conversation, and inspired women to share their stories.
Cyberlogical has since worked with Wellbeing of Women on their stereotype-busting and award-winning Just a Period campaign, which shares information and resources about periods, and supported them to utilise their Google Ad Grant.
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