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15 February 2019

Stopping Stigma

by Syd Briscoe

Holland & Barrett: “Me. No. Pause” - 67s

Holland & Barrett tackle taboos in this strident commercial, which unflinchingly addresses the symptoms of menopause. Rarely discussed in public - let alone on TV - the brand and narrator Sally Phillips remind 'women of a certain age' that they're not alone in dealing with the physical and psychological fallout of ageing... or in suffering through it in silence.

The tone is spot on, as women with plenty of other things to do - work, exercise, live, et cetera - describe the stigma and culture of silence around menopause. It's an honest, visually striking approach which features real women and is set to break down boundaries around the issue - along with pointing out that the advertised store carries remedies to help prevent life grinding to a halt.

VFX: Alex Gabucci / Anna Rowland / Ellie Joseph @ Untold Studios Ⓟ Ⓦ
Sound Designer: Jack Sedgwick @ Wave Ⓟ Ⓦ
Voiceover: Sally Phillips

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