Hasbro and Aviva have joined forces for a new campaign called Menopause Monopoly, a creative reimagining of the board game designed to spark more open conversations around menopause.
Facilitated by Born Licensing and developed by Saatchi & Saatchi as part of Aviva’s wider menopause awareness campaign, Menopause Monopoly uses the familiar mechanics of the iconic board game to explore the physical, emotional and financial realities of menopause.
The campaign also brings together OMD UK and Channel 4, with an original branded entertainment film featuring Kerry Godliman, Anna Richardson and Fats Timbo.
With its instantly recognisable gameplay, board design and references to money, property and life decisions, Monopoly provided a natural creative platform for a campaign exploring how menopause can affect different aspects of everyday life. The bespoke game features reimagined spaces including Self-Care, Missed Promotion and Financial Worries, alongside adapted Chance cards and player tokens reflecting real menopause experiences.
By using the familiar language and mechanics of Monopoly, Aviva and Saatchi & Saatchi have created an accessible and engaging way to approach a subject that can often be difficult to discuss. The bespoke board was created exclusively for the campaign and will not be available for consumer purchase.
“Monopoly has always been a game about money, property and the big decisions life throws at you, which is exactly why it works so well here,” commented David Born, ceo at Born Licensing. “Aviva and Saatchi & Saatchi saw that a board most of us grew up with could open up a conversation that many people still find hard to start.”
Julia Kamoda, global director of promotions and partnerships at Hasbro, continued: “Monopoly has brought people together around the table for generations. We’re pleased to see its familiar board and gameplay reimagined by Aviva to help open up conversations about menopause. It’s a thoughtful example of how a game people know can give them a new way to talk about real-life experiences.”
The campaign launched on 7 October and runs until the end of the year across Channel 4’s linear, streaming, YouTube and social platforms.
At its centre is ‘Games Night’, an original long-form branded entertainment film created in partnership with Channel 4 and featuring Kerry Godliman, Anna Richardson and Fats Timbo. The trio use Menopause Monopoly as a starting point for candid conversations about their experiences, combining humour, personal stories and honest reflection to explore the realities of menopause.
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