Mirrors Me - HRT Global product launch for Theramex

The changing societal context

Women are living longer, working more and retiring later. In fact, menopausal women are one of the fastest growing workforce demographics.

At a personal level, children growing up is a trigger for some women to leave unfulfilling marriages and for some to embark on same sex relationships for the first time. While public awareness of HRT is increasing, access to therapy still very much depends on where women live, their socioeconomic status and their ethnic group. 

The reality of women today seems to have escaped most HRT brands

Despite the fact that HRT is unique among therapy classes in that nearly half of the target audience (doctors) are also potential patients, advertising is often cosmetic in feel, undermining the enormous societal burden of menopausal symptoms. 

Alternatively, “quality of life” imagery is chosen that crudely defines women by their relationship with men. 

The ‘Mirrors me’ campaign

Deceptive in its simplicity, the creative idea behind the launch campaign works on two levels:

Firstly, it establishes the identity of the product

The first combined HRT to mirror the body’s own hormones, with body identical estradiol and body identical progesterone together in a single, oral capsule.

Secondly, it celebrates the individuality of women

Devoid of props to tell their “patient stories”, an often invisible group of women are allowed to speak for themselves, reflecting their strength and embracing their diversity.