hoomph menopause research report
hoomph is an HR consultancy for technology, biotech, gaming, the creative industry, and beyond. With future-focused solutions and a forward-thinking partnership approach, the brand is on a mission to set a new standard for people-powered HR. Driven by a desire to challenge the status quo, co-founders and people directors Sarah Stevens and Lisa Hallewell are committed to fostering work environments where everyone can thrive. To amplify the impact of our rebrand and website transformation for hoomph, we launched a compelling research campaign that aligned perfectly with the brand’s passion first and foremost, then positioned it as a thought leader in the industry.
The challenge
Menopause is a natural phase of life for most, but its impact on women in the workplace is largely overlooked. Despite the growing conversation around diversity and inclusion, menopause remains taboo, affecting women’s confidence, productivity, and mental health. hoomph wanted to shine a light on this issue, bringing the topic to the forefront by sharing personal discussions, hosting open discussions, and delivering actionable insights to help businesses offer meaningful support to employees going through the menopause. The brand’s co-founders, Sarah and Lisa, were particularly keen to shed light on the subject: speaking on a personal level as two women experiencing menopause who own and run a business, therefore in a real position to support other businesses managing women going through the same.
Our solution
Harnessing our fully integrated services, we strategically aligned hoomph’s research report with World Menopause Month in October. Collaborating with Censuswide, we surveyed 1,000 women to understand how menopause affects their work. We also actively pitched for contributors using X, LinkedIn, and a media monitoring tool.
We analysed the research findings and crafted the report, pulling out key insights to create a landing page, multiple press releases, blogs, social media assets, and facilitated a podcast for World Menopause Day.
We strategically pitched to the media under embargo the week before Menopause Awareness Month (October), gaining significant results:
18 downloads from major global brands across sectors such as entertainment, fashion, and education.
17 media mentions that included backlinks to the report, boosting brand reach and awareness. Key outlets covered the story, reaching a combined potential editorial audience of 350,000.
Almost 87% of coverage was UK-based, aligning with the campaign’s primary UK focus.
13.3% of coverage from US publications such as Empower Up and HR Now underscored the report’s global appeal, especially in sectors prioritising workplace culture and employee well-being.
Contributions from a list of menopause experts such as The Executive Menopause Coach elevated the content further, with a spin-off podcast further expanding its reach.
Not only has the campaign increased the visibility of hoomph’s new brand identity and generated business leads, but it’s also allowed for repurposing content for future pitches, blog content, and social media, with strong potential for ongoing coverage. We also have plans to revisit the report next year.
Grace Lenihan
Account director, The Bigger Boat
Sarah Stevens
Co-founder and people director, hoomph
