Abbott: The next chapter

Abbott, a multinational pharma company, tackled menopause stigma by collating 70 personal stories into a book, The Next Chapter, increasing awareness to start conversations, empowering women with information and tips, and positioning the brand as a leader in menopause conversations, championing women’s health.


125 million Indian women experience menopause each year. But low symptom recognition, social stigma and fear mean over half won't speak to their doctors about it. Abbott wanted to debunk widely held misconceptions about menopause and raise symptom awareness among women, families and HCPs. Ultimately, we had to break India's menopause taboo. Stigma demanded a concept that allowed for discreet discussion, so we couldn't rely on social media campaigning alone. Traditional media pushes, meanwhile, risked replicating the dry, diagnostic information about menopause already publicly available - when what was missing from India's discourse was its lived reality.

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