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'
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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
- 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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