Sirona’s Unpause Menopause Turns a Taboo Into a 10-Minute Test

Menopause is universal, the campaign argues, but it is still whispered about. Sirona wants to change that with ‘Unpause Menopause’, built around the thought ‘Cut the noise. Start the conversation.’

The campaign names symptoms many women do not connect to menopause: itchy ears, joint aches, pins and needles, burning mouth, dizziness, ringing ears, heart palpitations, changes in body odour and dry, gritty eyes. It began on World Menopause Day, October 18, with women sharing their real experiences. On October 21, Sirona released the brand film alongside conversations featuring doctors, specialists and women discussing menopause-related questions.

From WTF to Unpause

The campaign is not Sirona’s first attempt at destigmatising female health. Last year’s WTF, or What the Flow, campaign brought menstrual health into the open with Anshula Kapoor, Suchitra Krishnamoorthi, Kiran Rao and Tisca Chopra, among others. Unpause Menopause deliberately extends that playbook to a later, quieter life stage.

Deep Bajaj, re-founder and CEO of Sirona, says the WTF campaign showed what happens when a difficult conversation gets space. “Because something this universal should never have to be whispered,” he said.

Conversation first, products second

Alongside the campaign, Sirona introduced a menopause care range. The Menopause Test Kit is an at-home FSH urine test that provides results in 10 minutes. The range also includes a hormone-free Cooling Mist for hot flash relief, with peppermint, aloe vera and cucumber; a Skin Balancing Cream with hyaluronic acid, ceramides and soy isoflavones; and a Menopause Intimate Cream for dryness and irritation.

What marketers can take away

This is a textbook destigmatisation strategy. It does not rely on shame or fear. Instead, it gives women a name for what they are feeling, social proof from other women, expert validation and a product to act on.

• Name the taboo before you sell the solution; the diagnosis itself becomes the entry point.
• Repeat a campaign playbook across adjacent life stages to carry over trust.
• Pair emotional storytelling with a low-effort product, like a 10-minute test, so the conversation converts.

For brand managers, the bigger lesson is that stigma categories are often underserved because competitors have been too polite to talk. Sirona is betting that the brand that starts the conversation gets to define the category.

Source: Afaqs!