In Monopoly, landing on the wrong square can cost you a fortune. For someone going through menopause, an unexpected hot flush, a missed promotion or the pressure of managing finances can feel like another difficult turn in the game. Aviva has reworked the familiar board game into ‘Menopause Monopoly’, replacing property deals and rent payments with experiences that reflect how menopause can affect health, careers, relationships and financial security. The campaign uses a game people already know to start conversations about a life stage that many still find difficult to discuss openly.
Developed by Saatchi & Saatchi in collaboration with Hasbro, the bespoke board takes inspiration from research involving more than 2,000 women at different stages of menopause. Instead of the familiar property names, players land on spaces such as Self-Care, Missed Promotion and Financial Worries. The Chance cards have also been rewritten around situations women may encounter during menopause. One card rewards a player for taking control of their savings and pension pots, while another turns an unexpected change in libido into a playful instruction to advance to HELLO LIBIDO. Even the player tokens have changed, with a fan, an eye mask and an open purse representing different aspects of the experience.
The choice of Monopoly gives the subject an interesting connection to everyday life. The original game revolves around money, property, career decisions and the unexpected setbacks that can change someone’s financial position. These themes make it a natural way to explore the wider effects of menopause, particularly the parts that receive less attention than physical symptoms. A missed promotion, for example, is not simply a career setback when it affects someone’s confidence and long-term earning potential. Financial worries can also become more complicated when health, work and personal responsibilities change at the same time. By turning these experiences into familiar game scenarios, Aviva gives people an accessible way to recognise and discuss them.
The bespoke board became the centrepiece of Games Night, an original branded entertainment programme created with Channel 4. Hosted by comedian Kerry Godliman, the programme brings together television presenter Anna Richardson and content creator Fats Timbo for a game that leads into conversations about their personal experiences. As they move around the board, the different spaces and cards prompt discussions about symptoms, relationships, confidence, work and money. Humour keeps the conversation relaxed, while the participants’ own experiences give the subject a more personal dimension. Rather than presenting menopause as one shared experience, the programme allows the women to talk about how differently it can affect individuals.
The programme is part of a wider campaign developed by Aviva with Saatchi & Saatchi, OMD UK and Channel 4. Launched on 7 October 2026, the campaign runs through the end of the year across Channel 4’s television and streaming platforms, YouTube and social media. OMD UK led the media partnership, while Channel 4’s branded entertainment team developed the Games Night format. The bespoke board was created exclusively for the campaign and will not be sold to consumers.
Aviva’s involvement also connects the conversation to the company’s work in health and financial support. Its wider menopause strategy, developed with brand consultancy Landor, includes Talk menopause with Aviva, an information hub offering guidance to people experiencing menopause and those supporting them. The company also points to menopause support available through its health insurance offering, alongside tools to help customers plan their financial futures. This gives the campaign a practical destination beyond raising awareness, particularly for people who may be unsure where to find reliable information or support.
Born Licensing facilitated the collaboration between Hasbro and the campaign partners, managing the licensing discussions, commercial arrangements, contracts and creative approvals. Adapting a globally recognised game for a subject as personal as menopause required the teams to retain its familiar visual identity while changing the meaning of its spaces, cards and tokens. The result gives Monopoly a new role beyond entertainment, using its recognisable format to make an uncomfortable subject easier to approach.
Menopause Monopoly works because it gives people something concrete to talk about. A board square about missed promotions or financial worries can open a conversation that might otherwise remain unspoken. By bringing those experiences to a game night, Aviva turns a familiar family pastime into an opportunity to discuss the changes that can affect so many parts of a person’s life.
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