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Helena Rubinstein is a Teaching By-Fellow and Director of Studies in Psychology at Churchill College. She also lectures on the Social Psychology of Ageing and supervises undergraduate students within the Department of Psychology at the University of Cambridge. Her PhD research is concerned with the social construction of menopause in our society and the effect this has on health care utilisation. This area of psychological research has been much-neglected, so she was delighted to win the award for the best oral presentation at the 22nd Annual Conference of the British Menopause Society in July 2012 with her paper 'Higher levels of cognitive inflexibility relate to higher symptom reporting at menopause.' Her general research interests include psychological responses to ageing and the health and well-being of women in midlife. In addition, Helena has wide experience in the commercial environment having previously been managing director of an international brand consultancy.