When girls are 11 or 12, they get 'the talk' and learn about their period, their breasts, sex, acne and all things puberty. But when it comes to menopause, there really is no talk.

The challenge? Get women talking about menopause like never before.

The objective was to get women to manage their symptoms with Poise's new line of OTC products - an entirely new category at shelf.

Poise created 'The 2nd Talk' - an entirely new conversation for women over 40. We sought out key influencers to sit down over dinner and have the world's first '2nd Talk' on camera as a way to inspire all women to do the same.

We chose 6 high-profile women over 40 and brought them together to talk candidly about hot flashes, sex, lack of sex, vaginal odor, and much, much more. The conversation was brutally honest, funny, heartfelt and emotional. Hidden cameras captured the conversation.

Poise then developed a web series of long-form videos from the conversation and invited all women to have their own 'The 2nd Talk.' Women everywhere took notice and began sharing their own stories related to menopause.

In the first 6 months, 'The 2nd Talk' connected with over 1.5 million women and kicked off the campaign.

In order to get women all across America to join 'The 2nd Talk'- we needed to show them what exactly 'The 2nd Talk' conversation could be.

We gave this core group of ladies good food and good wine and the opportunity to share their personal stories.

For over 2 hours, they opened up about their sex lives, their struggles with hot flashes, their inability to sleep due to night sweats, their embarrassment with bladder leakage and so much more.

Web videos allowed women everywhere to see and hear this candid conversation. The videos invited women to join by having their own '2nd Talk'.

1.5 million women pledged to have The 2nd Talk within 6 months of the program’s launch. Over 500 women submitted personal stories to the website. The campaign earned more than 1 billion media impressions. Over 200,000 new product samples were requested. Millions of women were suddenly talking about menopause like never before and for the first time ever, they could experience Poise’s new line of OTC products for the symptoms of menopause. Poise had successfully repositioned itself from a brand for light bladder leakage to a women’s wellness brand for hot flashes, night sweats, vaginal dryness and vaginal odor.