D&AD Competition Brief
By: Katie Durkin
Tags: Design, Graphic Design

Having read all of the competition briefs on offer from D&AD, I decided on the Refinery29/The Case For Her brief. Initially, I was considering the Audible brief which involves designing a book cover as thing is something that I have always wanted to do. However, seeing as I have never designed one before I feel for a better chance at making a final outcome I am confident in I would rather apply stronger existing skills to give myself a better chance at getting that pencil. I decided to join a group to tackle this brief. Although I initially thought about going at it alone, I feel being in a group will not only lessen the workload but give me the opportunity to work with others (something that is extremely challenging due to COVID and working from home).

The aim of the brief is to reposition menopause as something affecting people of all ages. There are a lot of stigmas around different aspects of women’s health (which is just utterly ridiculous and will never fail to blow my mind) but I feel this brief will not only aim to remove these stigmas but reassure me of my role as a designer. In first year I created a campaign that aimed to tackle loneliness in young people (an issue that is important to me) and I know that feeling passionate about a subject can be a real motivator in terms of pushing your ideas and learning new things. As a woman, to tackle a brief such as this I feel will be extremely empowering and to work in a group with three other women is something that excites me. I am excited to get started on this brief and see what our final outcomes are!

As previously stated, the challenge for this brief includes repositioning menopause and highlighting the effects that its absence from mainstream media has on women, trans-men and non-binary people of all ages. An innovative campaign, branded content piece or series, or event (or event series) should be develop that is grounded in a solid research base; tackles lack of awareness of menopause, the issues surrounding it and the social stigmas; and shows fresh thinking to get people of all ages educated. Within the final outcome it should be considered how the idea will tie in with Refinery29’s offerings, including Shatterbox, 29Rooms, Life Begins At and Unstyled. The target audience is the Refinery29 audience and their networks who are value-orientated and feel that Refinery29 reflects their values. This audience includes 249 million people globally, with core markets in USA, UK, Canada, France and Germany; within this the average age is 32, 70% are female and have a pay of $88,000 (USD).

The brief alone taught me about some statistics that I found shocking, especially seeing as this is something that will effect me at some point in my life and it’s completely unknown territory to me. Perimenopause is the body’s natural transition to the menopause and can begin as early as your mid-30’s. Premature/Early menopause is when a woman’s periods stop before 45 and this affects 1 in 100 women, trans-men and non-binary people; it can occur naturally or as a side effect of medical treatments such as chemotherapy or radiation. Early menopause is experienced by 1 in 10,000 under 20s.

Key points:

Menopause affects half the population yet knowledge and understanding are severely lacking

It has been reported that doctors have mistreated, ignored or undervalued the effects of the menopause

Only added to UK school curriculum in 2020

Effects can often be debilitating yet mainstream media portrays it as ‘hot flushes’

- DON’T be crass or insensitive using shock tactics to draw attention

- DON’T reduce the menopause to a series of stereotypes of symptoms, age or people

- DON’T keep menopause as a ‘taboo’ or ‘quiet’ issue

To create an impactful campaign research be done on the symptoms of menopause, how it affects people’s lives and how the lack of education effects physical and mental health. It should be relevant, credible and distinctive.

How can your idea help The Case For Her and Refinery29 make menopause a key item on the agenda not just today, but into the future too?