The Hot Flash Roadshow was the branded entertainment centerpiece of the campaign idea, The Second Talk. As the first ever branded off-Broadway show, it put a bright spotlight on a conversation that had, until now, remained in the shadows – menopause. Through comedy, a traditionally awkward conversation was made relatable, laughable and enjoyable. The key to success was having all channels fire at the same time with the same principles that guided the development of the show.

1. Digital: All components were based on real consumer stories and insights. All content was distributed in bite-sized pieces maximize consumer engagement.

2. PR/Media: The Hot Flash Roadshow stars, Sherri Shepherd and Cloris Leachman made appeared on national TV, print and digital media outlets to promote the show. All messaging promoted the on the humor of shared insights before product messaging.

The measurable objective of the Hot Flash Roadshow was working with the rest of the

campaign to help to inspire one million women to join “The 2nd Talk” and feel

comfortable seeking help with the symptoms of pre-menopause. The show, along

with a 360 degree activation campaign, drove women to pledge their commitment to

the idea. By World Menopause Day on October 18th, 2012, our goal was achieved.

The total earned impressions of the Hot Flash Roadshow were 260 million. The

business benefit was targeted consumer engagement and awareness of both the

category need states and products.