Elda, India’s first and only full-stack, one-stop digital FemTech health start-up catering to women during their menopausal and pre-menopausal years, is saying #UnPause conversations around menopause. Marking the World Menopause Day on 18th October, their recent campaign aims to change the narrative on the subject, encourage understanding of symptoms, and create a support community for women.
By 2025, there will be about 1.1 billion postmenopausal women, which is 12% of the entire world population! Despite menopause being a stage in every woman’s life, India is yet to create an enabling environment for discussions around it. The stage impacts women physically and mentally along with all the other aspects of her life.
Apart from one-on-one discussions with experts and informative social media posts, Elda’s campaign features a Vox-pop style video. People across different demographics answer basic questions about menopause, garnering funny responses and reactions, and even discomfort. This shows how they have little to no knowledge about menopause. With this first-of-its-kind campaign, Elda wants to start conversations around menopause and break the stigma.
Swathi Kulkarni, Co-Founder and CEO, Elda Health, said, “In India, menopause and its related symptoms are often neglected due to embarrassment, hesitation and lack of awareness. A study published in the Global Reproductive Health journal suggests that about 63.5% women are unaware of menopausal symptoms. The word Menopause Day does not ring a bell either for most people! Those who seem to know something about it, lack knowledge on the symptoms and what a woman goes through. Our country has made great strides in discussions around periods and pregnancy. However, menopause related conversations continue to be considered taboo or are shrouded in myths and doubts.”
From a cultural perspective, while puberty and pregnancy are the focus and occasions to celebrate, post-reproductive healthcare in women is ignored. There is a day for daughters, mothers, and women in general but no one is aware of the significance of World Menopause Day. This is what Elda aims to challenge through this campaign. The idea is to also create a support community for women to share concerns around this phase of their life.
Swathi Kulkarni, Co-Founder and CEO, Elda Health, “With almost no conversations taking place on the subject, Elda Health’s #UnPause campaign aims to challenge the status quo and change perceptions. The campaign’s outcome is to ensure that women have access to support and information they require to navigate life through menopause and that the society is sensitized about its symptoms through videos, one-on-one discussions, and informative posts.”
Elda Health is a digital platform enabling research-backed access with scientifically and mindfully curated wellness solutions for women who are going through menopause. So far, Elda has served over 40,000 women pan India through a menopause awareness app, assessments, wellness screenings, diagnostics and full-stack health programs focused on measurable health outcomes.
Please find below –
Campaign Video – Watch Here
