The challenge
The initial launch of BSI’s standard generated significant engagement. Now, it was time to build on these strong foundations, ensuring BS 30416 reached the right audiences and achieved maximum visibility.
Menstruation and menopause are often considered taboo in the workplace, leaving many employees to suffer in silence. With this in mind, our messaging needed to strike a delicate balance of handling these sensitive topics with care while breaking down cultural barriers to normalise the dialogue.
Our campaign aimed to communicate the benefits of implementing the BSI standard to HR decision-makers, encouraging them to view menstrual health and menopause as fundamental components of workplace well-being policies. Additionally, our approach needed to resonate across two culturally distinct markets: the UK and the US.
The solution
Recognising the power of relatable conversations, The Think Tank developed an influencer marketing strategy supported by targeted promotional activity.
We collaborated with 12 influencers from the UK and US – professional HR, DEI (Diversity, Equity and Inclusion), mental health and workplace wellbeing consultants with highly engaged LinkedIn audiences.
Their expertise in fostering inclusive and supportive workplace cultures made them ideal advocates for our campaign, helping to create and share tailored content for two key dates: Menstrual Hygiene Day and World Menopause Day.
To ensure the messaging resonated across different markets, we adapted our approach to address the unique needs of UK and US audiences. In the US – where the concept of standards is less familiar – we referred to the BSI standard as a ‘toolkit’ to make content more accessible.
To further amplify awareness of the standard, we developed a suite of promotional assets, including:
● A case study for the BSI website, showcasing the standard in action at Oxford Brookes University.
● Flyers and bookmarks for distribution at the Women in Work Summit, highlighting how the standard could transform workplace wellbeing policies.
Throughout the campaign, we consistently monitored social media activity, optimising to maximise engagement and impact.
The results
Our carefully tailored, culturally relevant content drove significant engagement with BSI’s standard, resulting in a 20.5% increase in downloads and nearly 1,000 website clicks. But the campaign went beyond metrics.
We didn’t just elevate BSI’s profile as a thought leader, we laid the foundation for important conversations about workplace inclusivity. By addressing often-overlooked issues, our efforts helped break the stigma surrounding menstruation and menopause in the workplace.
Through their participation in the campaign, influencers fostered safe spaces for open dialogue, empowering their audiences to openly discuss their experiences.
BSI was delighted with the results of the campaign, having this to say:
“While many campaigners have already sparked the conversation around menopause and menstrual health online, we wanted to expand our presence in this space and promote the standard.
This campaign took a fresh and bold approach which, much like the standard itself, significantly improved our impact. The Think Tank was essential in delivering this campaign, ensuring we could effectively engage with a new audience and drive meaningful change.”
– Steph Shore, Marketing Executive at BSI
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