Abbott: The next chapter

Healthcare brand Abbott launched a book called 'The Next Chapter' to improve access to menopause resources in India and China.

Summary

How do you change perceptions of menopause in countries where access to women's health services may be limited, or where topics intrinsic to that discussion (e.g., menstruation, sexual function) are culturally taboo? Crucially, how do you help women navigate the emotional turbulence of menopause, and its impact on everyday life, when they lack opportunities to discuss these issues with other women?

Abbott's The Next Chaptergathered 74 heartfelt, first-hand accounts of menopausal life – written by women, for women – into a beautifully illustrated book aimed at emerging countries. Carefully challenging taboos with cultural sensitivity, it captured public...

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