Aviva Passes Go on Menopause Conversations with Bespoke Monopoly Board

Aviva has partnered with Saatchi & Saatchi London, OMD UK and Channel 4 on a campaign to encourage more open conversations about menopause and address the stigma, misunderstanding and lack of awareness many women still face.

The campaign builds on a wider menopause strategy developed with brand and design specialist Landor. The work defined Aviva’s role in the conversation and considered how the company could support women beyond raising awareness. It also led to Talk menopause with Aviva, a consumer hub offering information and guidance to people experiencing menopause and those supporting them.

At the centre of the campaign is Menopause Monopoly, a bespoke version of the Hasbro board game created by Aviva and Saatchi & Saatchi. Informed by Aviva research with women at different stages of menopause, the board uses familiar scenarios to prompt discussion about menopause’s physical, emotional and financial impact. It was made for the campaign and will not be available to buy.

The board features new spaces including Self-Care, Missed Promotion and Financial Worries. Chance cards have also been rewritten to reflect experiences of menopause, with scenarios such as “You finally take control of your savings and pension pots, and start planning for the future; Collect £200 from the banker.” and “Your sex-drive reaches an unexpected high! Welcome back; Advance to HELLO LIBIDO.” Player tokens include a fan, an eye mask and an open purse.

By centring the game on careers, finances and life experiences, the campaign uses a familiar format to explore menopause’s often-overlooked effects on everyday life.

Channel 4 commissioned Games Night, an original long-form episode inspired by Menopause Monopoly, through its branded entertainment team. The partnership was developed and led by Aviva’s media agency, OMD UK, which identified Channel 4 as a partner to reach wider audiences through entertainment-led storytelling. OMD UK also worked with Aviva and Channel 4 on the multiplatform approach.

The programme brings together television presenter Anna Richardson, comedian Kerry Godliman and content creator Fats Timbo for a conversation about menopause, prompted by scenarios from the game. The discussion looks beyond symptoms, using personal stories, humour and reflection to explore how differently menopause can affect individuals.

The work will run until the end of the year across Channel 4’s linear and streaming services, YouTube and social platforms.

The campaign is part of Aviva’s wider commitment to supporting customers through key life moments. This includes menopause support through its health insurance offering, Talk menopause with Aviva, and tools to help people plan for their financial futures.

Charlotte Nairne-Clark, head of brand campaigns and strategy, Aviva, said, "Menopause is a natural stage of life and many people move through it positively. However, our research shows that for others it can have a significant impact on their health, confidence, relationships and finances, while many still feel unsure where to turn for information or support.

"That's why we've partnered with Saatchi & Saatchi, OMD and Channel 4 on a campaign designed to encourage more open conversations and help people experiencing menopause and their families feel more informed, prepared and supported throughout menopause."

Franki Goodwin, CCO, Saatchi & Saatchi, said, "Like many women I’m scared of being sent directly to menopause jail without passing go or collecting £200, so the idea of Menopause Monopoly was instantly impactful and resonant. We created this partnership to demonstrate that Aviva can help people experiencing menopause plan and strategise around this life stage in both the health and wealth space by showing real people taking control of their menopause journey on a brilliantly bespoke board that tackles all of the issues in a familiar and friendly way."

Sam Hicks, head of advertiser strategy at Channel 4 Sales, said, “Menopause Monopoly is a brilliant example of how branded entertainment can bring important conversations into the mainstream. Menopause is something every woman will experience yet remains a subject many people still find difficult to talk about openly.

“Bringing Fats, Kerry and Anna together around Monopoly, a game almost everyone knows and loves, creates the perfect setting for funny, honest and revealing conversations. We’re delighted to be partnering with Aviva on their first collaboration with Channel 4 to bring the format to audiences across our ecosystem.”