AVIVA’S ‘MENOPAUSE MONOPOLY’ CAMPAIGN WITH HASBRO
LICENSING AN ICONIC BOARD GAME FOR INSURANCE BRAND
BACKGROUND:
Aviva partnered with Saatchi & Saatchi, OMD UK and Channel 4 to launch Menopause Monopoly, a campaign designed to challenge the stigma surrounding menopause and encourage more open conversations about its physical, emotional and financial impact. Developed as part of Aviva's wider menopause strategy, the campaign reimagined Hasbro's iconic Monopoly board game as a creative conversation starter, using familiar gameplay to explore the everyday experiences of people navigating menopause. The game was created exclusively for the campaign and was not made available for consumer purchase.
THE SHOOT:
The bespoke Menopause Monopoly game became the centrepiece of Games Night, an original long-form branded entertainment film created in partnership with Channel 4. The film brought together comedian Kerry Godliman, television presenter Anna Richardson and content creator Fats Timbo for an unconventional games night, using the reimagined board to spark candid conversations about menopause. Through humour, personal experiences and honest reflection, the film explored the different ways menopause can affect everyday life, from careers and finances to relationships and wellbeing.
THE CALL TO BORN:
As Hasbro's licensing agent for advertising and marketing partnerships, Born Licensing was brought on board to facilitate the use of Monopoly in the campaign. The creative concept required adapting the iconic board game to address a sensitive and important subject, while retaining the recognisable elements that have made Monopoly a household name for generations. Born Licensing worked closely with Hasbro and the campaign stakeholders to establish the licensing framework and guide the project through the necessary commercial, contractual and creative approval stages.
WHERE BORN LICENSING ADDED VALUE:
Born Licensing managed the licensing process from start to finish, acting as the central liaison between Hasbro and the teams involved in developing and delivering the campaign. Our responsibilities included facilitating discussions, negotiating the commercial terms, coordinating contractual arrangements and overseeing the creative approvals process. Given the bespoke nature of Menopause Monopoly, close collaboration was essential. The campaign involved adapting several of Monopoly's most recognisable elements, including the board, Chance cards, property spaces and player tokens, to reflect real menopause experiences.
THE APPROVAL PROCESS:
The campaign required a collaborative approval process involving Hasbro and the creative and production teams. With Monopoly's familiar visual identity and gameplay being reinterpreted for an entirely new context, each adaptation needed to balance creative freedom with brand authenticity. Born Licensing managed the submission and review process, consolidating feedback and coordinating the necessary approvals as the bespoke game and supporting campaign materials developed. This ensured that the creative execution remained aligned with Hasbro's brand guidelines while allowing the campaign to deliver its intended message.
THE LAUNCH:
The campaign launched in October 2026 and is running until the end of the year across Channel 4's linear, streaming, YouTube and social platforms. Alongside the branded entertainment film, the campaign supports Aviva's wider menopause awareness initiative and its Talk menopause with Aviva information hub, providing guidance and resources for people experiencing menopause and those supporting them.
©1935, 2026 HASBRO.
ICONIC IP WE’VE PLACED
