GOLD79 appointed as GenM’s PR partner to make menopause more visible

GenM – the Menopause Partner for Brands and Home of the MTickTM – has appointed communications and content agency, GOLD79, to take the lead on PR and communications for its MTickTM.

The MTickTM is the universal shopping symbol and certification to signpost menopause-friendly products. The MTickTM is delivering visibility and choice to the menopausal consumer, and trust and credibility to the menopause market, empowering women in menopause to ultimately thrive.

GenM is united with over 120 purposeful brand and retail partners committed to enabling women to search, source and shop with confidence for products to support their menopause signs. Driven by the MTickTM, GenM is transforming the menopause shopping experience through creation of a new retail category that delivers menopause-friendly designated space in-store and online, curated and trusted product ranging, improved signposting and clear education.

GOLD79 will work alongside brand marketing agency Propaganda and focus on two key areas: building consumer awareness of the MTickTM and strengthening engagement with brand and retail partners to bring greater visibility of the menopause market and its consumer.
GenM joins a growing list of women’s health and lifestyle brands that GOLD79 has worked with, including CLOUD NINE, Lansinoh and Comvita.  The agency’s signature “NOISE CANCELLING” approach will place GenM’s menopause messaging and the MTickTM in the spotlight. A multi-channel communications strategy will see the brand brought to life through digital and traditional PR, social media and experiential activities.

Tamarind Wilson-Flint, Founder and Director of GOLD79 said: “As a female-founded agency, this collaboration is filled with purpose for us. We admire the work GenM is doing to create a new retail category, and in doing so, transform the menopause journey for millions of women for the better. With 15.5 million women in the UK currently in menopause, businesses can no longer afford to ignore this audience.  We are thrilled to be part of the collective and look forward to playing our part in driving the brand to the next level.”

Heather Jackson, CEO and Co-Founder of GenM said: “GenM is pleased to welcome GOLD79 as our strategic PR and content partner as we continue on our mission to make the MTickTM as globally recognised as the Vegan V and as purposeful as B Corp in how it transforms society’s perception of menopause. We are excited for GOLD79 to lead our PR strategy forward underpinned by a focussed MTick strategy to drive menopause visibility, transform the menopause shopping experience and change the rhetoric of menopause from one of fear to thrive.

“We’re proud to have a collective of over 120 brands and retailers committed to delivering and growing a trusted and vibrant menopause category, ultimately empowering 15.5m women in the UK in menopause to live their best menopause. Now alongside a purposeful PR partner that recognises the need for societal change, we can truly deliver on a better future for the generations of menopausal women to come.​”