Beyond the pause

• Main Authors: Loke, Eden Hui Yi, Leong, Nicia Qiao Xin, Priyanka D/O Tamilarasan Thevar, See, Wenwei
• Other Authors: Saifuddin Ahmed
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2024
• Subjects: Other
• Online Access: https://hdl.handle.net/10356/174477
• Institution: Nanyang Technological University

This report introduces Beyond the Pause, a pioneering health communication initiative to elevate perimenopause awareness and support among women aged 45 to 55 in Singapore. Despite being a critical life phase for nearly half of the population, perimenopause remains shrouded in ambiguity, contributing to significant delays in seeking and receiving appropriate care and support. Beyond the Pause addresses this gap through a comprehensive campaign combining educational outreach with community engagement to demystify perimenopause and foster a supportive dialogue. Employing insights from the Knowledge-Attitudes-Behaviour model and formative research, including interviews with healthcare professionals and surveys, Beyond the Pause crafted a multi-faceted approach to resonate with both perimenopausal women and their support networks. Over 3 months, the campaign unfolded across three strategic pillars: Information, Engagement, and Amplification. Leveraging digital platforms like Instagram and Facebook, alongside collaborations with media outlets and health experts, the campaign delivered informative content, personal stories, and expert insights to educate and empower its audience. The campaign's impact was measured through a post-campaign survey, revealing significant strides in enhancing knowledge, shaping positive attitudes, and bolstering behavioural intentions towards perimenopausal health. These outcomes underscore the campaign's success in meeting its objectives and highlight the potential for similar initiatives to further the discourse on women's health issues. Beyond the Pause stands as a testament to the power of targeted health communication in bridging knowledge gaps and catalysing societal change around critical health topics like perimenopause.