Issviva: How our campaign ensured the menopause disrupter cut through the noise

Issviva KOL Dr Zoe Williams talking about the Issviva x Joylux device on This Morning

The menopause sector is becoming increasingly crowded, as more brands understand the benefit of supporting this demographic. When we first started to work with Issviva (from its inception), we were one of the few voices speaking with the media. Menopause Awareness Month in October was our key time to drive coverage. Now, menopause is an evergreen topic, and we need to work differently to stand out.

We have successfully created an on-going campaign which cuts through the noise, focusing on the promotion of a clinically-validated product to support menopausal women with challenging - some would say taboo concerns. JoyLux is the first device to use red light, heat and vibrational technology to strengthen and improve the function of a women’s intimate health area. The campaign drew on these key elements:

• We sourced case studies, crafting relatable and engaging real life stories

• We worked with KOLs and celebrity experts including Dr Zoe Williams to help address any sensitivities. This allowed our media contacts to discuss vital issues with confidence.

• We are experienced in working with medical devices, so we deftly navigated any limitations or challenges about messages we can and can’t say

• We drew on consumer research to outline the scale of the issue to journalists

With a feature on ITV’s This Morning, and coverage including Good Housekeeping, The Daily Mail, The Daily Mirror and Get the Gloss, we ensured a taboo topic became mainstream. The value of the campaign in equivalent advertising value has been worth millions to the brand over the years.