The topic of menopause in “Senhora do Mar”

Wells developed a branded content campaign together with SIC and SP Televisão, conveying its message on the topic of menopause in the voice of one of the main characters from the soap opera “Senhora do Mar”.

Over the course of 10 scenes, we created a specific plot that allowed us to follow in crescendo what the first symptoms (peri-menopause) really are, up to their diagnosis, consequences and solutions. By organically integrating these scenes, we materialized Wells’ commitment to being an active brand in the promotion of women’s well-being and presented their website as a safe space that provides useful, credible and accessible information to all women facing this phase of life.

To accompany the 10 active scenes in “Senhora do Mar”, and in order to reinforce this very important message, we also produced a behind-the-scenes piece for “E-Especial” and talked to the character “Leonor” (Maria João Pinho) on the programme “Casa Feliz” – who incorporated this narrative into the soap opera –, Marta Castro, Marketing Director at Wells, and the Internist, Ana Isabel Pedroso.