Underwear brand launch provocative campaign to raise awareness of the menopause using the slogan, “Are you hot enough for us?”

By on Friday, August 17, 2018

Underwear brand Become, have launched a new provocative campaign looking for models to promote their ranges along with working to break down the stigma surrounding the menopause.

The campaign is being promoted across all social media websites including the #HotWomenOnly with slogans such as “Only 1 in 10 women are hot enough for our underwear”.

The campaign has reached more than 588,000 on Twitter and 225,000 on Instagram so far with celebrity tweets showing support from Shappi Khorsandi and Michelle Heaton.

Lindsey Robins, head of marketing at Become says: “As many as 10 million women in the UK are dealing with the menopause right now, but we believe that this shouldn’t hold you back in life.”

The range has been designed to regulate body temperatures during a hot flush.  “We’re redefining what it means to be ‘hot’ by proudly sharing the stories of real women over 40. Menopausal women have a powerful voice that deserves to be heard.”, Robins states.

The play on words campaign is also being pushed out to consumers who have the chance of entering an online competition with the winner becoming the face of the brand.

By @ParkAnnelise

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