What an award-winning campaign looks like. QVC’s “Menopause Your Way”

Winning an award isn’t easy. It normally takes more than a few well-polished lines of prose. Much more. I am often asked for examples of award winning campaigns. So here is one…

Hello QVC!

Founded in 1986 in West Chester, Pennsylvania, USA, QVC showcases and sells a wide range of products including fashion, beauty, home décor, electronics, and kitchenware, primarily through live TV broadcasts, online platforms, and mobile apps.

QVC stands for Quality, Value, Convenience. Although you may not believe that if you’ve stared at their channel and watched presenters push a limited-edition leopard skin pyjama set!

In the UK, QVC have a reputation for its curated collections and supportive community, which is why a campaign like “Menopause Your Way” fits well within its brand ethos; educational, inclusive, and customer-focused.

Menopause Your Way

Launched in 2022, "Menopause Your Way" is a comprehensive initiative by QVC UK aimed at empowering women navigating perimenopause, menopause, and post-menopause. The campaign offers a curated selection of products tailored to alleviate common symptoms such as hot flushes, sleep disturbances, and skin changes. Beyond product offerings, it provides educational content and fosters community engagement through expert interviews, live shows, and customer stories.

The campaign also includes a three-part video series titled "Turn to Face the Change". This series showcases personal menopause journeys of public figures, aiming to destigmatise the conversation around menopause and encourage open dialogue.

Industry recognition

At the 2025 Guardian Advertising Awards, the "Menopause Your Way" campaign was lauded for its bravery, inclusivity, and effective use of multimedia platforms. Judges highlighted its success in delivering relatable content without sensationalism, resulting in some of The Guardian's most-read branded articles during its run.

It was for these reasons that QVC clinched the prestigious Grand Prix at the 2025 Guardian Advertising Awards. After all, the campaign not only resonated with audiences but also positioned QVC as a progressive brand addressing real-life issues.

A campaign with internal impact too

Within QVC, the campaign has been celebrated as a testament to the company's commitment to addressing the needs of midlife women. Team members have expressed pride in the campaign's success and its role in reshaping perceptions of menopause in the retail space.

The team will have felt something similar when they collected their awards too. Because there’s nothing like the feeling of strolling down the carpet to the applause of your peers, to remind you that what you’ve achieved is frickin awesome!

With over 1,200 menopause related products and hundreds of menopause related content I get the feeling that this has always been much more than a great promotional idea. I think the QVC team behind "Menopause Your Way" truly believe that they are helping their community. And this is exactly why this campaign has have achieved so much publicity.