World Menopause Day: Visit Norway breaks stereotypes by empowering women over 50 in new campaign

Women over 50 are often neglected in advertising. Now Visit Norway pioneers change with a new campaign inspiring women to embrace their new chapter of life.

– I´ve been looking online, but I couldn't find many pictures of women our age having fun, and we do have fun, says 57-year- old Bodil Vilhelmine Pedersen from Denmark.

She is one of four women featured in a new progressive film by Visit Norway released on the occasion of World Menopause Day, 18th of October.

The film is aimed at an often overlooked demographic: women in their 50s. The new film follows the four women invited to enjoy a fun long-weekend in one of Norway's cultural and action-packed cities.

Often overlooked

– In a world where women above 50 are often overlooked by advertisers, we wanted to make a film celebrating the vibrancy of this demographic, challenging stereotypes and offering a refreshing perspective, says Jon Erik Skaret, Creative Lead in Visit Norway.

Marketing efforts directed at women in this age group is a rarity. According to research conducted by Noon.org.uk in association with Accenture, women over 50 control 47 percent of the UK’s wealth, yet appear in less than 12 percent of advertising. A study from media agency UM found that 44 percent of British women aged 50 and above find advertising to be patronizing, while more than a quarter believe ads contribute to negative stereotypes of their age group.

A new milestone in life
The existing media portrayal of women over 50 often reinforce age stereotypes and present a very one-dimensional view. The focus is often on anti-aging products and health concerns, aspects of daily life that many in this age group can not relate to and do not represent the full spectrum of their experiences.

Women in this stage of life are often done with the small children phase, they have more free time, know what they want and where to go, and with the finances to do so. One of the women in the film even stated that she used to schedule half an hour in her calendar to be able to have some me-time. Now she is embracing newfound freedom and reclaiming her passions and pursuits, like traveling.

– We are often marking life's milestones with a touch of wanderlust! Embarking on backpacking journeys through Asia signifies the entrance into adulthood, while a romantic honeymoon follows the exchange of vows. The transition into menopause deserves to be acknowledged and celebrated, breaking the silence that often shrouds it, says Skaret.

Watch the film here: https://youtu.be/0UwNOaN5Jd4