Tena's music video aims to reframe menopause for women in the Middle East

New campaign via Impact and AMV BBDO examines the Arabic term 'Age of Despair'

Published On
Mar 11, 2021

Editor's Pick

The "Age of Despair" is the term used to describe menopause in Arabic—but Tena, the Essity-owed feminine incontinence products brand, is aiming to reframe that in its latest campaign.

The brand is launching a music-led campaign via AMV BBDO and Impact BBDO that includes a track and music video. The tune "Despair No More" tune was originally composed for the campaign and sung by Arabic singer songwriter Ghalia, in partnership with Anghami Studios.

Shot by Brazilian director Camila Cornelsen using an all-female crew, it features a diverse array of older women creating their own age-positive definitions of menopause. Tena worked with real Arab women to portray the achievements truthfully. The audience can learn more about the women’s stories at the end of the music video, which links through to a mini-content series. The single will also be released on Anghami, the leading music streaming platform in the region.

The campaign follows a survey that gathered data from 600 Saudi women aged 40+ and revealed that over 81% of women in Saudi Arabia believe that the phrase "Age of Despair" needs to be changed and updated.

“Words matter," said Sarah Berro, associate creative director, Impact BBDO. "They shape how we see the world and how we see ourselves. By changing the 'Age of Despair,' we’ll end the stigma of menopause for ourselves, our mothers and our daughters.”

Credits

Date
Mar 11, 2021
Client :
TENA
Agency :
Impact BBDO Dubai
Agency :
AMV BBDO-London
Global Marketing & Communications Director :
Oscar Ayala
Global Communications Manager :
Stamatios Mantzaris
Senior Brand Manager Middle East & Africa :
Yosra Embabi
CCO :
Alex Grieve
CCO :
Paul Shearer
Deputy ECD :
Toby Allen
Deputy ECD :
Jim Hilson
Creative Team :
Marie Claire Maalouf
Creative Team :
Sarah Berro
Creative Team :
Irina Siraeva
Agency Planner :
Tom White
Agency Planner :
Rob Sellars
Agency Account Team :
Harriet Harrison
Agency Account Team :
Laura Hazell
Agency Account Team :
Salma Shahin
Agency Account Team :
Haitham Elias Shaheen
Agency TV Producer :
Hiram Naman
Production Company :
Big Kahuna Films
Director :
Camila Cornelsen
Production Co. Producer :
Chady El Khal
DOP :
Camila Cornelsen
Photographer :
Camila Cornelsen
Editor :
Neda Zag
Second Editor :
Ryan Gonsalves
Post-Production Company :
The Fantastic Film Factory
Colorist :
The Fantastic Film Factory
AFX :
The Fantastic Film Factory
Post Producer :
Razan Hamdan
Sound Studio :
Tunefork studios
Sound Studio :
Marc Codsi
Audio Post-Production :
Tunefork studios
Audio Post-Production :
Marc Codsi
Music Composition :
Zeid Hamdan
Anghami Co-producer :
Emdee Jabre
Anghami Artist Relations :
Kamil Abi Khalil
Anghami Project Manager :
Georges ‘Josh’ Rouhana
PR Agency :
Impact Porter Novelli
Media Agency :
Zenith Middle East

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