Instead of going through the “Jail,” “Luxury Tax,” or “Luck” boxes, in the special Monopoly created by insurance company Aviva, players can land on “Self-Care,” “Lost Career Promotion,” or “Financial Worries.” But instead of focusing on the economy, this version of the popular board game invites you to reflect on menopause and its impact on different areas of women’s lives.

The brand has collaborated with the creative agency Saatchi & Saatchi UK and the toy company Hasbro to create “Menopause Monopoly” and, under new narrative codes, promote more open social conversations about menopause and combat the stigma, misconceptions and lack of information that many women going through this stage still face.

The initiative is part of the insurer’s broader strategy around menopause, which was initially defined in collaboration with the brand consultancy Landor. Among other things, under this approach, Aviva has also launched “Talk menopause with Aviva”, a targeted platform that offers information and guidance both to people going through menopause and to those who accompany someone in this process.

The Monopoly now created is based on research carried out among more than 2,400 British women in different stages of this menopause process, whose experiences have served to design the situations that appear during the game. Elements of the original game have been modified to incorporate issues related to health, personal relationships and financial planning.

For example, the tokens have been adapted and instead of the usual Monopoly objects, elements such as a fan, a sleeping mask or an open purse appear. The “Luck” cards have also been modified, now incorporating prompts such as “You’re finally taking control of your savings and pension funds, and starting to plan for the future; collect £200 from the bank” or “Your sex drive is hitting an unexpectedly high level! Welcome back; skip ahead to “Hello, libido.”

The objective of the action is to use the rules and codes of a game with which the public is familiar to expand the perception of menopause beyond its physical symptoms, also addressing its possible occupational, emotional and economic repercussions. ““Our research reinforced something important: although menopause is, above all, a health problem, it is also a workplace issue, a financial resilience issue, and a social issue.”; Charlotte Nairne-Clark, Director of Brand Strategy and Campaigns, expressed through social networks. “As a company spanning health, wealth and retirement, I believe Aviva has a unique opportunity to bring visibility to issues like this, where greater understanding can make a significant difference to people’s lives.”.

However, this version of Monopoly will not be commercialized, and is a communication exercise. And in this sense, Aviva has collaborated with the Channel 4 television network for the production of “Games Night”, a special entertainment content inspired by the game. Thus, he has created an audiovisual piece in which
presenter Anna Richardson, comedian Kerry Godliman and content creator Fats Timbo share their experiences while enjoying a game.
The campaign will be present until the end of the year on the channel’s linear television, its streaming platform, YouTube and social networks.

“We have created this partnership to demonstrate that Aviva can help those going through menopause plan and strategize for this life stage, both health and financially.” commented Franki Goodwin, Executive Creative Director of Saatchi & Saatchi, according to Little Black Book. “To do this, we show real people taking charge of their own menopause experience, using a custom-designed dashboard that addresses all the related issues in a relatable and engaging way.”.