Helping women cope with
physical and mental changes during menopause.

Every woman goes through menopause. In Hong Kong, almost nobody says the word out loud.
AXA's Better She Programme bundles gynaecological care,
physical relief and mental health support at HKD10 a day — but the work's real job was smaller and harder than selling it.
It had to make the word ordinary.
On screen, in the open, without euphemism.