O-VARIES CAMPAIGN, 2021
CLIENT: D&AD NEWBLOOD
Developed in collaboration with Anna Forsyth and Julia Favaloro as part of a UTS graduate team
D&AD Newblood Wood Pencil 2021
Silver Award in Best Design Awards 2021 [Student Digital]
Distinction AGDA Award 2021 [Student Digital]
Concept Development, Campaign Branding, Copywriting, Animation, Social/Digital Design
Responding to a collaborative brief by Refinery 29 and The Case for Her which set out to reduce stigmas and misinformation around menopause, O-Varies was developed to remind early 30-year-olds that anyone with ovaries can experience menopause.
Starting with a street campaign before taking to social media, our campaign sought to shatter harmful myths and give a more authentic, varied, and realistic face to the phenomenon. Bringing viewers back to a microsite, O-VARIES aimed to educate early 30-year-olds about the diversity of menopause, offering insight into what menopause could look like for them.
Through each of these stages, our campaign employed a gender non-specific colour palette, bold visual style and inclusive language, ensuring that any passerby could engage with the campaign. Honouring the significance of menopause whilst celebrating the transformation it highlighted in the lives of many people, our concept aimed to reduce the taboo around the topic and carve out a place for discussion in mainstream conversation.