Amberen Makes Menopause the Talk Nobody Skips
"The Other Talk" is a 2023 multi-channel healthcare campaign created by agency Ruckus for menopause supplement brand Amberen, launched in the United States to destigmatise menopause by placing it alongside the other difficult conversations women navigate throughout their lives.
Amberen entered 2023 with a clear strategic imperative. According to Ruckus's own documented campaign materials, the brand identified that a significant proportion of women felt uncomfortable discussing menopause even with their own healthcare providers — a silence that left millions without guidance on symptoms or available relief. To address this, Ruckus, serving as Amberen's creative agency of record, developed the campaign concept and trademarked tagline "The Other Talk," positioning menopause as one in a series of tricky but necessary conversations that punctuate everyday life. As reported by MediaPost, the campaign represented Amberen's largest marketing effort to date.
The campaign launched in the United States in September 2023, with a planned expansion through October and November encompassing cutdowns, audio spots, static imagery, YouTube placements, and paid digital and social media, as documented by Ruckus. Stella Rising served as the media agency, per MediaPost, ensuring distribution across YouTube, paid digital and social channels, radio, streaming, and email. The creative approach drew on Norman Rockwell's warm, inviting visual language while subtly integrating Amberen's brand colour palette, creating a tonal register that felt both familiar and emotionally resonant. Much of the content was designed as a long-lasting resource for women and their support networks, extending the campaign's value beyond a conventional flight window.
Ruckus grounded "The Other Talk" in a consumer truth uncovered through direct research. Amberen's Senior Brand Manager Leslie Dimino stated, as quoted by Ruckus, that women repeatedly reported not knowing what to expect from menopause because the conversation simply was not happening. That insight became the structural foundation for the entire campaign, connecting menopause to other culturally recognised difficult dialogues — the birds-and-bees talk, the relationship talk, the bad-day talk — and treating it as an equally legitimate moment for openness and support.
The campaign entered a menopause supplement market experiencing sustained commercial momentum. The global menopause supplements segment was estimated at a sizeable figure with a compound annual growth rate of approximately 12.29% through 2032, according to Wise Guy Reports, while the broader global menopausal therapy market was estimated with a 6.08% compound annual growth rate projected through 2034, according to DelveInsight. In the United States, this growth is driven by an ageing female population, rising health literacy, and a cultural shift toward open discussion of women's health.
Within this landscape, Amberen competes with established supplement brands including Estroven and Bonafide, both of which have pursued direct-to-consumer positioning in the United States menopause category. Where competitors have leaned into clinical credentialing or subscription wellness models, Amberen's 2023 strategy through Ruckus chose cultural normalisation — making menopause a topic as unremarkable as any other grown-up conversation. Ruckus documented that the storyboard and animatic for the campaign were tested with more than one thousand women prior to production, a research commitment that signals both the sensitivity of the subject and the brand's intent to ensure authentic representation across the United States market.
The creative execution of "The Other Talk" centres on a thirty-second hero spot built around sequential vignettes of recognisable human discomfort. The spot opens on three universally familiar scenes — a child asking where babies come from, a partner delivering the phrase "we need to talk," and someone recounting a difficult day — before arriving at a woman experiencing a hot flash alone in a supermarket, with no one to turn to, according to documentation from both Ruckus and MediaPost. The contrast is pointed: every other difficult talk has an established cultural script; menopause does not.
The visual language of the campaign draws explicitly from the aesthetic of Norman Rockwell, whose mid-century American illustrations are characterised by warmth, specificity of gesture, and an uncanny sense of ordinary life rendered meaningful. Ruckus applied this reference to create imagery that feels inviting rather than clinical — a deliberate counterpoint to the typically sterile visual grammar of healthcare advertising. Amberen's brand colour palette is woven into the visual system with restraint, functioning as a tonal cue rather than a branding interruption.
Production credits for "The Other Talk" are not fully and publicly documented beyond the named agency and brand collaborators. Leslie Dimino, Senior Brand Manager at Amberen, is on record as the primary client-side voice for the campaign, with her full quote documented by Ruckus: "With their help, 'The Other Talk' will help women see that we should be talking about menopause and that there is no reason for anyone to suffer with symptoms or wonder what is happening to their bodies." The multi-channel brief required Ruckus to produce deliverables spanning video, static imagery, audio, and email creative, with each format adapted to its platform context while maintaining the campaign's unified emotional register across the United States.
"The Other Talk" generated verified and substantial performance outcomes. According to Ruckus's documented campaign results, Amberen added 87,132 new email subscribers to its database as a direct consequence of the campaign. Email-attributed revenue increased by 239%, with 42% more orders placed, per Ruckus. The email channel's click-through rate increased by 61% and reached the eightieth percentile of industry benchmarks, also according to Ruckus — a result that places Amberen's email programme well above the median for healthcare and consumer health brands in the United States.
These figures carry structural weight beyond their face value. Email list growth at this scale suggests the campaign succeeded not only as a brand-awareness vehicle but as a direct-response mechanism, converting viewers and listeners into opted-in community members. The 239% revenue increase attributed to email indicates that the audience Amberen acquired through "The Other Talk" was commercially engaged, not merely sympathetic.
No awards from Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC have been identified for this campaign in available sources, though the work has been described in archived materials as award-winning. Clapboard rates "The Other Talk" 71 out of 100, reflecting strong cultural strategy, a well-defined consumer insight, and measurable commercial outcomes, weighted against limited independent verification of creative awards and the single-market scope of the 2023 launch.
"The Other Talk" is a 2023 United States healthcare campaign for menopause supplement brand Amberen, created by agency Ruckus. It destigmatises menopause by placing it alongside other culturally recognised difficult conversations, using multi-channel distribution across YouTube, social media, radio, streaming, and email to reach women and their support networks.
Ruckus created "The Other Talk" as Amberen's creative agency of record. Stella Rising served as the media agency, as reported by MediaPost. The campaign launched in September 2023 in the United States, with Leslie Dimino, Amberen's Senior Brand Manager, serving as the primary client lead on the project.
According to Ruckus, the campaign added 87,132 new email subscribers to Amberen's database. Email-attributed revenue increased by 239%, orders rose by 42%, and email click-through rates climbed 61%, reaching the eightieth percentile of industry benchmarks across the United States healthcare and consumer health category.
Ruckus drew on Norman Rockwell's warm, mid-century American visual style to make menopause feel approachable rather than clinical. The thirty-second hero spot sequences familiar difficult conversations before arriving at a woman experiencing a hot flash alone, positioning menopause as a talk overdue for the same cultural acceptance as other life conversations.
Ruckus's consumer research, conducted with more than one thousand women, found that women consistently reported not knowing what to expect from menopause because open conversations were absent. The United States menopause supplement market was also experiencing strong commercial growth, according to Wise Guy Reports, making 2023 a strategically significant moment for Amberen.
Clapboard rates "The Other Talk" 71 out of 100. The score reflects the campaign's strong cultural insight, emotionally grounded creative execution, and verified commercial results including a 239% increase in email-attributed revenue, according to Ruckus, balanced against limited independent award verification for the 2023 United States launch.
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