The Other Talk

In a society where 70% of women feel uncomfortable discussing menopause - even with their own healthcare providers - award-winning, full-service agency Ruckus is set to launch a groundbreaking campaign as the creative AOR for menopause supplement Amberen.
Aptly named "The Other Talk" - a tagline generated by Ruckus and trademarked by Amberen - the campaign destigmatizes conversations around menopause by connecting them to other tricky conversations which arise as part of everyday life, and positions Amberen as starting dialogue and helping women find symptom relief. Key elements of the creative include a multi-channel approach, with Ruckus-created video and static imagery disseminated across touchpoints including YouTube, paid digital & social media, radio/streaming and email; and striking visual language inspired by the warm, inviting art of Norman Rockwell and subtly integrating Amberen’s color schemes to resonate with the audience.
With some video elements already launching on Amberen’s social channels, the full campaign is set to launch this Fall and much of the content will serve as a long-lasting resource for women and their support systems.
The first :30 spot for the campaign can be seen below. In the spot, viewers encounter several uncomfortable-yet-everyday situations: the “we need to talk” talk, the “birds and the bees” talk and the “I had a bad day” talk, before meeting a shopper overcome by a hot flash with no one to turn to, reinforcing the importance of treating “The Other Talk” as both a natural occurrence and an opportunity for others to provide support and conversation.
“Over and over, women told us that they didn’t know what to expect from menopause because no one was having these conversations. Working the marketing and studio team at Ruckus has been such a rewarding experience as they were able to take this insight and translate it into a relatable and sensitive concept,” said Leslie Dimino, Senior Brand Manager, Amberen. “With their help, ‘The Other Talk’ will help women see that we should be talking about menopause and that there is no reason for anyone to suffer with symptoms or wonder what to expect.”