Older, Infertile And Proud of It

Menopause is “like puberty in reverse, only you have more money and far less acne,” says The Great Big Book of Menopause. Such clear skin could be the result of fewer hormones. Or perhaps it’s the work of Infertility Goddess soap, distributed by Leopold Ketel & Partners for Emerita, a marketer of women’s natural healthcare products.

One recipient likened the soap to “a melted gummy bear,” but it’s modeled after the Venus of Willendorf, an icon of prehistoric art and a fertility symbol. Using the Venus in connection with menopause is a way to “change the dialogue” about the often-taboo topic, says Leopold Ketel’s Amy Spreadborough. “What if we took what is confusing, intimidating and shameful [about menopause] and made it feel normal and even worth laughing at?” (Plus, jokes client marketing director Lisa Dolezal, the soap “can be an inspiration to keep on exercising.”)

The Infertility Goddess appears in The Great Big Book of Menopause, a fictional tome whose pages anchor print ads from the Portland, Ore., shop that tout Emerita’s progesterone cream. (Chapters include “Top 10 signals you may be headed for menopause” and “Menopause? No, you go over the hill.”) “What if the book was just as cool as Our Bodies, Ourselves, which is all about sexuality?” Spreadborough says.

Like the Venus, the soap figurine has no arms. But the beauty of the campaign is that it has “a lot of legs,” says Speadborough. “There are many chapters you can be writing.”