Menopause is the final menstrual cycle and the cessation of ovulation that marks a time of significant change in women’s lives. It brings a range of symptoms and concerns [1] [2]
Most women reach menopause between the ages of 45 and 55, with the average age in Australia being 51 to 52. However, some women may experience menopause as late as 60. Menopause can occur naturally or be triggered by medical interventions, such as ovarian removal surgery [3].
Each woman’s experience of menopause is unique. Some women may have no symptoms at all, while others may experience symptoms that significantly impact their daily life, which include:
A study found that nearly one in four women in the 1946 - 51 cohort experienced hot flushes, and one in five reported night sweats. Even at ages 68 - 73, around one in twenty women continued to experience frequent hot flushes [4]. These symptoms can disrupt sleep, sometimes requiring changes to bedding during the night. Decreased oestrogen levels can also affect the tissues of the vulva and vagina, leading to thinner vaginal skin, reduced lubrication, and diminished elasticity, which may cause irritation and discomfort during sexual activity. In addition, hormonal changes during menopause can contribute to joint pain, fatigue, mood swings, anxiety, and difficulty managing situations that previously felt manageable. Cognitive changes are also common; approximately two-thirds of women report experiencing brain fog during this stage of life [3] [5].
Although menopause affects every woman differently, its physical, emotional and cognitive changes are common and well-documented. If menopausal symptoms become difficult to manage or begin to affect quality of life, consulting a healthcare professional can be an important step in accessing appropriate advice and support.
Importantly, recognising menopause as a normal life transition is essential to improving awareness, reducing stigma, and ensuring women receive appropriate support and understanding.
Convenience Advertising worked with Women’s Health Victoria on the “In my Prime” program, which aimed to reach women over the age of 50 and encourage them to access its online resources, including information on menopause. The A4 static panels were placed in women’s bathrooms in metropolitan & regional shopping centres. With the focus on regional areas, this program had an estimated reach of more than 4 million visits per month.
This private environment offered an average dwell time of approximately two minutes and an unprompted message recall rate of 70–90%, providing a highly effective opportunity for female shoppers to engage with the content and scan through to access the “In My Prime” online resources.
Supporting women through menopause requires a holistic approach. This includes access to high-quality, unbiased information; the ability to speak with informed healthcare professionals who listen with empathy and offer appropriate treatment; and practical tools that support confident decision-making. Equally important is fostering supportive workplace environments, where women understand what they can ask for and what they are entitled to, alongside continued efforts to challenge stigma [6].
Trusted spaces, such as bathroom advertising, can play a unique role in this effort, delivering credible, reflective messaging at moments where women are receptive, helping to normalise menopause and spark informed conversations in everyday life.
