Canesten- Get Clarity
PROBLEM: Perimenopause affects millions of women, yet it is rarely discussed or clearly diagnosed.
INSIGHT: Most women experience perimenopause before they have the language to recognize it.
TENSION: The symptoms are part of daily life, but the conversation barely exists.
IDEA: Help women recognize perimenopause sooner by making it visible, understandable, and easier to talk about.
In collaboration with Art Director Taylor Moulton
PeriGuide: A symptom-tracking tool guided by Peri, an in-app assistant designed to help women make sense of perimenopause.
Minimal visuals in everyday spaces women frequent, each with a simple scan linking directly to the PeriGuide app.
Contextual ads served in the spaces women already turn to for answers, like social feeds and search. Each speaks to shared, recognizable moments of perimenopause, offering reassurance and a clear path back to PeriGuide.
Carousel posts that use common myths to spark recognition, gently correct misinformation, and show how varied perimenopause can be, with Peri guiding women back to PeriGuide.
Interactive ads with pink fold-over bars placed in women’s health magazines found in clinics and waiting rooms. As readers lift each fold, unspoken feelings are revealed, mirroring the perimenopause experience itself.
