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madeline@cornertablecreative.com
Stripes didn’t have a big budget for International Women’s Day -- just a big point of view. With $30K, we used existing content (brand assets, stock, and found footage) plus Naomi Watts’ voice to cut through the noise and give language to a life stage that’s been treated like a footnote.
Founded by actress, advocate, and entrepreneur Naomi Watts -- who began experiencing menopause at the age of 36 -- Stripes was created to meet women where traditional beauty and wellness brands have long fallen short.
Menopause is nearly universal, yet it’s culturally overlooked. We’re taught the language and rituals of periods, puberty, and motherhood, but when women enter perimenopause and menopause, the education and conversation drop off.
The idea was simple: what comes after the period has been reduced to a question mark. Stripes flipped it, reframing menopause not as an ending, but as a powerful next chapter women deserve to understand and feel proud of.
The hero film brings that imbalance to life through contrast: a familiar flood of messaging about becoming a woman, followed by abrupt silence. Into that void, Stripes introduces facts, empathy, and community, grounded in striking truths -- including that 9 in 10 women never learn about menopause and medical students receive, on average, two hours of education on the topic.
To maximize impact without a large production budget, we leaned into craft over cost. A scrapbook-inspired, collage-style system transformed existing and found footage into something dynamic and scroll-stopping, with bold typography and social-first pacing. Naomi’s net-new voice over anchored the film, turning a systemic gap into something personal.
And people responded. The video became Stripes’ top-performing post during International Women’s Month, driving a 485% increase in engagement. More importantly, the comments filled with women sharing stories, relief, and frustration at the lack of education they’d experienced -- proof the work didn’t just reach an audience; it activated a community.
This campaign proves impact isn’t dictated by budget. It’s driven by relevance, a clear truth, and an authentic voice.
