If you work in advertising the chances are you are familiar with the steady flow of Twitter threads wistfully comparing the long-form copy ads of the past, with advertising of the present day. The not-so-subtle message is that as an industry we have perhaps lost sight of the art and emotional connection crafted by long-form copy.

It is craft beautifully utilised to its full effect in an emotive advert for Boots from VMLY&R/The Pharm. The long-form format enables the campaign to tell the full picture of how the menopause impacted every facet of a woman’s life, bringing to life how easy it is to minimise, stereotype and diminish the experience of the menopause.

There are 15.5 million perimenopausal and menopausal women in the UK. Of these, 90% with menopausal symptoms struggled to identify them at the time as being the result of the menopause. In fact, on average it took 14 months to make the connection between the symptoms and the menopause. Mercifully the new campaign is not a one-off empty awareness campaign by the brand. Instead, it is the latest in a series of actions by the brand to normalise the topic of the menopause.

The retailer deserves credit for this practical and empathetic approach designed to help women navigate the facts and gain the knowledge to find the right support, advocating for their individual needs. A strategy which doesn’t simply adopt the language of ‘empathy’ but focuses on genuine insight and investment in improving customers' experiences and contributing to breaking the silence which still surrounds the privilege of ageing.

Boots has an ongoing push to better understand and offer support for many signs and symptoms of menopause. The retailer also offers specific menopause training for all employees.

This campaign is a beautiful reminder of the power of creativity in the margins.