My ongoing “Communicating for Impact” series spotlights founders and businesses prioritising impact, with a particular focus on how they navigate various aspects of marketing. Today, I focus on “Engaging Communities” and explore how one startup rallies local communities in their impact initiatives and how this collaboration enhances their communication efforts.

Meet Valery Tan, the co-founder of Surety, a social impact organisation dedicated to supporting women through the challenges of perimenopause and menopause. Surety, co-founded by Valery and her partner Elmer Yapin 2022, helps women navigate midlife challenges with confidence and support through community engagement and educational initiatives.

The organisation aims to pioneer the narrative surrounding menopause and break its silence and stigma. It provides resources and facilitates crucial conversations that resonate with women, particularly in Asia.

As someone who has personally navigated health challenges related to polycystic ovary syndrome (PCOS) for close to twenty years, I understand the critical importance of education surrounding women’s health issues. I believe that raising awareness and providing accessible information on topics like perimenopause can empower women to take control of their health and well-being. So, let’s explore how Surety is doing precisely this!

First, the Inspiration Behind Surety

Valery’s journey into women’s health began with a personal connection. Inspired by her mother’s experience with perimenopause, Valery recognised the lack of resources and conversations surrounding this significant life transition, especially in the Asian context.

“Most resources and discussions are focused on Western perspectives, leaving a gap for Asian women,” Valery explains. This realisation motivated her to empower women through community support and accessible information.

Valery’s studies in human resource management seemed unrelated at first, but her interest in venture building during her studies led her to this impactful work. Valery shares, “While everyone aims for financial success, having a purpose beyond profit is vital, especially when working with impact-focused companies.”

Elmer, co-founder of Surety, brings a complementary skill set with his background in supply chain management. He has gained diverse experiences in tech, consulting, and venture capital. He believes deeply in the urgency for tech-enabled healthcare solutions, particularly for women’s health. Witnessing his mother go through perimenopause without adequate resources inspired him to embark on his journey with Surety. Together, Valery and Elmer are committed to addressing the unique challenges women face in midlife.

Relentless on Promoting Open Dialogue Through Community Engagement

Surety’s approach to community engagement is centred around promoting open dialogue, meaning that community events and educational outreach programs are at the heart of its work. This approach includes interviews with women and men experiencing or supporting those going through menopause. Valery emphasises the importance of creating a safe environment for discussions.

“When women feel safe to share their experiences, they are much more willing to engage. Many believe women going through menopause years are hesitant to talk, but we often haven’t enabled a comfortable space for sharing,” she advises.

One Successful Initiative After Another

One standout initiative Serety has hosted recently was “Let’s Talk Menopause,”which involved online and offline events. The first physical event featured Dr June Tan Sheren, who spoke about the medical aspects of menopause care.

Apart from incredible educational content, Valery highlights, “Each event has its own success, but I want to highlight this one because it attracted significant attention and participation, including men. In these discussions, it’s important to involve women, their partners, and their families. This outreach has proven vital in raising awareness and understanding.”

“At the panel, women shared their experiences with perimenopause, and it was enlightening. Creating a safe environment for them to express themselves openly is crucial; many feel shy about discussing these topics,” Valery adds.

Valery also looks forward to the Menopause Festival on November 9, describing it as “one of the most impactful initiatives, as it’s the first of its kind in Singapore, featuring an impressive lineup of speakers passionate about this topic.”

Never Underestimate the Power of Feedback

Community feedback plays a pivotal role in shaping Surety’s initiatives. Valery and her team actively seek input from their audience, ensuring that their programs resonate with the community’s needs. “We consider all feedback for future events very seriously,” Valery stresses.

“By engaging with our community and listening to their suggestions, we can better address their needs and enhance our initiatives.” They encourage open dialogue during events, allowing community members to share their experiences.

Of course, One Must Amplify Community Efforts with Clever Communications

Surety prioritises authenticity, empathy, and relatability in their messaging to communicate their impactful initiatives. Valery explains, “Our primary audience is women in midlife, so it’s essential that our messaging resonates with them.”

The organisation utilises a blend of social media, community events, and outreach. “We consistently create content linked to our initiatives. I also attend women’s networking sessions to share our mission, and people are often intrigued by a younger woman discussing perimenopause,” Valery, who is in her 20s, shares.

Using relatable and positive narratives is also essential. Valery encourages her team, including their interns, to maintain a positive outlook in their messaging.

“Character-driven storytelling is instrumental in breaking the stigma. As a spokesperson for my generation, I want to normalise conversations about perimenopause and beyond.

Our communication efforts focus on a sense of community while providing educational content to support women on their wellness journey,” she adds.

So, What’s in the Cards for Surety?

Valery and Elmer aim to expand Surety’s reach and further enhance community engagement. With plans to launch a mobile application in early 2025, Valery envisions providing the digital support women deserve. Additionally, they plan to increase the frequency of community events to monthly gatherings focused on various topics relevant to women’s health.

“Our mission is to create a one-stop platform for women’s health in Southeast Asia,” Valery adds.

“Through education, breaking stigmas, and providing tools that empower women, we aim to facilitate ownership over their health and wellness.” Valery’s vision includes addressing the scalability of their initiatives. She notes that while in-person events may be challenging to expand geographically, digital platforms offer the opportunity to reach communities in countries like Indonesia and Malaysia effectively.

I hope Valery’s insights into community engagement have illustrated the undeniable power of community engagement and collaboration in impact initiatives. As part of this mission, I encourage you to participate in the Menopause Festival on November 9, 2024. This inaugural event in Singapore will bring together leading experts and advocates to address women’s health, career, and personal challenges during midlife. Get your ticket here!

Additionally, I invite health, wellness, and med-tech companies looking to amplify their communications in 2025 to get in touch. In this industry, thought leadership and education are key to making an impact! Let’s work together to champion women’s health and create lasting change.