Equelle is a challenger brand part of the Nature Made vitamin family. They provide vitamins used to relieve menopause symptoms. Consolidated was asked to creatively bring menopause into a more mainstream conversation, allowing females to not be embarrassed or ashamed of having menopause talks with family or friends. Our approach was to tell menopause stories and our research identified what real people go through during this transition. Our campaign used examples of personal experiences and items women used to get through menopause – such as a particular ice pack or a mood so intense that they felt their dog was upset with them. By having women share their true and unique experiences, the creative made connections that helped people open up and have the conversation around menopause they deserve.