Aviva has rebuilt Monopoly around menopause. New stops on the board include Self Care, Missed Promotion and Financial Worries. The tokens are a fan, an eye mask and an open purse, and the Chance cards deal with pensions, careers and libido. The board is not for sale. It exists to start a conversation.
What Women Told Aviva
The game began with research. Aviva spoke to more than 2,400 British women at different stages of menopause, and their experiences shaped the squares and cards on the board.
The research pointed well beyond hot flushes. Charlotte Nairne-Clark, head of brand campaigns and strategy at Aviva, said it showed menopause is mainly a health issue but also a workplace, financial and social one. For some women it hits confidence, relationships and earnings at the same time, and many are unsure where to find help.
“Menopause is a natural stage of life and many people move through it positively,” she said.
What Changed on the Board
Monopoly is a game about money, property and luck, which made it a natural fit. Saatchi & Saatchi, Aviva’s creative agency, kept the structure and swapped the content. Classic squares gave way to stops that reflect what menopause can do to a working life, from missed promotions to money worries, alongside a square for self-care.
The board was made with Hasbro, which owns Monopoly. Nahuel Bardi illustrated it, production designer Oliver Hogan worked on the design and Wyvern Bindery produced the board.
What the Chance Cards Say
The Chance cards carry the sharpest writing. One rewards a player for finally taking control of their savings and pension and planning ahead, with £200 from the bank. Another celebrates an unexpected return of libido and moves the player forward on the board.
Franki Goodwin, chief creative officer at Saatchi & Saatchi, borrowed the game’s most famous rule. “Like many women I’m scared of being sent directly to menopause jail without passing go or collecting £200,” she said.
Taking the Game to Television
The board also became a TV show. Channel 4’s branded entertainment team commissioned Games Night, an original long-form episode inspired by the game. Presenter Anna Richardson plays alongside comedian Kerry Godliman and content creator Fats Timbo. Their conversation moves through personal stories and the wider realities of menopause, well past the symptoms.
Aviva’s media agency OMD UK developed and led the Channel 4 partnership. Games Night runs until the end of 2026 across Channel 4’s linear TV, its streaming service, YouTube and social channels.
“Branded entertainment can bring important conversations into the mainstream,” said Sam Hicks, head of advertiser strategy at Channel 4 Sales. Hicks noted that every woman will go through menopause, yet many still find it hard to talk about.
Why an Insurer Is Playing This Game
Aviva sells health insurance, savings and pensions, the same things the board keeps landing on. The campaign points people to Talk Menopause With Aviva, a hub with information and guidance for women going through menopause and the people supporting them. The hub links to the menopause support in Aviva’s health insurance.
Goodwin said the partnership shows how Aviva can help women plan for this stage of life in both health and wealth. Brand consultancy Landor helped shape the wider menopause strategy behind it.
A leaflet about menopause is easy to ignore. A Monopoly board that sends you to Missed Promotion is harder to forget.
Campaign Name: Menopause Monopoly
Agency Name: Saatchi & Saatchi (creative), OMD UK (media), with Channel 4 and Hasbro
Brand Name: Aviva
Location: United Kingdom (October to December 2026)
