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.”