Creating A National Menopause Conversation

OnePoll is proud to have conducted the UK’s largest menopause study, for client Essity. The research project highlighted a knowledge gap among UK women, who believe that there are only 5 symptoms associated with the menopause, when there are in fact, 62.  

Our study of 5,000 women pre, peri, in and post menopause, found that just one per cent of women were aware of unusual symptoms such as urinary frequency, and four in ten are unsure whether it can be hereditary in terms of the age it starts, or symptoms suffered.  

The research supports a wider 2-part campaign for Essity, which saw them enlist specialist Dr Naomi Potter to give her expert advice during the creation of research and commentary on the insights. The research also supported the launch of Essity’s new online global community – Issviva – aimed at providing support and insightful information on the topic.

For this first part, our in-house design team Oath Studio produced a series of educational videos to accompany the campaign, packaging up the information in a way that is engaging and easy to digest.

 

The second part of the campaign, titled Changing Wombs, highlighted our insights into the lack of intergenerational conversation about the menopause. Sister agency 72Point, enlisted former Changing Rooms presenter Linda Barker and her daughter Jessica to star in a video series showcasing the need for open and frank discussion about everything that goes on during the menopause.

The campaign went on the achieve over 260 pieces of media coverage across ITV’s Lorraine, BBC Radio, The Times, Sunday Times, Daily Mail, Fabulous magazine and more.

The videos have received over 600,000 views with social reach of over 1.2 million.

Research Methodology

Research dates: 6th to 15th September 2022

Interview method: Online quantitative (CAWI)

Population effectively sampled: UK Women 18+, at any stage of pre/peri/in/post menopause.

Online sampling method: OnePoll’s proprietary UK Panel + Boost from sample provider

Sample size: 5,000 pre, peri, in, or post menopausal women

Sample quotas: Sample 1. 2,500 pre menopausal women, sample 2. 2,500 peri / in / post menopausal women.

Data weighting: No weighting was used

"Our team have thoroughly enjoyed working with OnePoll. Their research and insights have helped us to shine the light on the menopause, a crucial topic. They handled our brief expertly, and the insights uncovered have played an important role in the wider campaign and launch of our Issviva platform. We're proud to have collaborated on the largest ever UK menopause study and provide important information on the heavily misunderstood subject."