Tackling Taboos: Havas Lynx and MysteryVibe’s Groundbreaking Campaign for Menopause Awareness
In a society that often prefers to maintain silence on health-related issues, tackling one societal taboo can be a delicate matter. Addressing two taboos compounded together, however, is a far more intricate undertaking. The healthcare advertising agency Havas Lynx recently took on this formidable challenge with their pro bono campaign for MysteryVibe, a health device company focused on enhancing sexual wellness during menopause. With both female sexual pleasure and menopause steeped in stigma, the agency sought to confront these sensitive topics head-on in a bid to destigmatize them and stimulate essential conversations.
The "Happy Menopause" Campaign: A Bold Initiative
In March 2023, coinciding with Women’s History Month, Havas Lynx launched the captivating "Happy Menopause" campaign in New York City. The campaign’s centerpiece was a monumental billboard in Manhattan, prominently featuring MysteryVibe’s Crescendo 2 device—a product designed to address menopause-related symptoms such as arousal, pain, and dryness. This ad not only marked a historic first as the very first U.S. billboard to showcase a sex toy, but it also served as a bold statement in a male-dominated culture that often whispers about such subjects.
In an exclusive interview, Robyn Wagner and Ludmila Crowther from Havas Lynx shared insights into the development of this provocative campaign. Wagner, who led the project, highlighted the origin of the campaign and its mission, emphasizing the importance of empowering women to engage in conversations about their health, pleasure, and well-being.
Understanding the Motivation
Wagner noted that MysteryVibe initially sought help in communicating the unique benefits of their FDA-approved product, which was not simply a vibrator but a medical device that could be purchased using Health Savings Accounts (HSA) and Flexible Spending Accounts (FSA). As research progressed, the team discovered invaluable insights from Joyce Harper, a professor of reproductive health at the University College London. Harper’s research illuminated the crucial connection between menopause symptoms and sexual wellness, revealing that sexual activity could actually alleviate discomfort associated with menopause. This understanding was pivotal in shaping the campaign’s message.
The Campaign’s Initial Roll-Out
The first phase of the “Happy Menopause” campaign included informative bite-sized videos featuring Harper, shared through MysteryVibe’s website and social media channels. Complementing this digital effort were smaller out-of-home (OOH) advertisements in New York, which focused on the positive aspects of seeking pleasure during menopause. This initial phase was less product-centric and aimed more at initiating conversations about the importance of sexual wellness during menopause.
Capturing Attention with Compelling Messaging
The second phase of the campaign transitioned into a more audacious approach that captured the public’s attention in New York City. Featuring messaging that directly addressed the concept of orgasms as part of a medical prescription, the billboard boldly proclaimed, "Orgasm now comes with a medical prescription." This striking phrase was not only eye-catching but also pivotal in elevating the dialogue surrounding menopause and sexual pleasure.
Despite attempts to replicate the campaign in the UK, where stricter advertising standards posed challenges, the U.S. campaign thrived thanks to creative thinking that allowed the message to resonate with audiences. Havas Lynx strategically secured placement on an influential billboard in Manhattan, which amplified their reach beyond traditional media avenues.
The Importance of Mission-Driven Work
The decision to undertake such a challenging and sensitive project on a pro bono basis stemmed from Havas Lynx’s commitment to impactful work within the healthcare domain. Crowther articulated that their primary goal is to create initiatives with a meaningful difference. Havas Lynx operates a “Hatchling Day” each year, allowing their team to brainstorm and vote on pro bono ideas that can have significant effects in health-related topics. This internal mechanism fosters a culture of creativity while aligning the agency with causes that matter.
Engaging the Public in Meaningful Conversations
Wagner emphasized the potency of out-of-home advertising when addressing taboo subject matters. The physical presence of the billboard created a unique opportunity for spontaneous conversations among passersby. During a brief visit to the billboard site, Wagner noted the immediate reactions of those walking by—many did a double-take, and some engaged with the displayed QR codes. Such unexpected interactions create organic conversations that heighten awareness and challenge societal stigma.
A Fine Balance: Sensitivity Meets Humor
Creating a campaign that seeks to engage with sensitive topics while uplifting the voices of women requires a careful tonal balance. Wagner highlighted how the campaign’s trajectory evolved, reflecting a progressive tone that merged levity with genuine health messaging. The transition from playful wording to a straightforward declaration about orgasms served to destigmatize and empower, aligning perfectly with MysteryVibe’s mission.
Looking to the Future
As Havas Lynx and MysteryVibe continue to develop their relationship, both Wagner and Crowther are committed to amplifying the “Happy Menopause” message further. They are exploring more campaign initiatives, including a potential follow-up focused on erectile dysfunction, reflecting their broader commitment to tackle taboo subjects within the realm of sexual wellness.
Conclusion
Havas Lynx’s "Happy Menopause" campaign signifies more than an advertising initiative; it is a transformative effort to reshape societal conversations about menopause and its relationship with female pleasure. By confronting stigmas with bold creativity, the agency and MysteryVibe are paving the way for a future where men and women alike can openly discuss their health, empowerment, and sexuality. This campaign serves as a reminder that addressing taboos with honesty and humor can create pathways for dialogue and change, encouraging society to embrace rather than shy away from complex conversations.
