Post by account_disabled on Dec 24, 2023 19:14:34 GMT 12
In Arabic, the word menopause translates as "Age of Despair" , but TENA has set out to banish this simile in its new campaign with women from Saudi Arabia as protagonists. The company has launched a piece, signed by AMV BBDO and Impact BBDO , in which it replaces desperation to make way for other words and feelings that reflect this stage in a woman's life. Instead of the age of despair, TENA presents the age of reflection, renewal, courage, wisdom, creativity, movement, wisdom and femininity . This campaign is set to rhythm by the inspiring song “Despair No More” performed by singer-songwriter Ghalia and released in association with Anghami Studios.
If you do not display the embedded video correctly, click here . This announcement, directed by Camila Cornelsen, comes after data collected in a recent survey of 600 Saudi women over the age of 40, as Phone Number List reported by . 81% of them believe that the phrase "Age of Despair" should be changed and updated , and 82% would prefer to use a new, more positive phrase instead. On the other hand, the report revealed that 36% of the women surveyed experience urinary incontinence during menopause , so TENA has committed to empowering these women so that this does not represent any obstacle in their lives. But TENA's campaign does not stop there.
The brand has used the opportunities and reach that social media provides to invite women to share their alternatives to the term “Age of Despair” under the hashtag #DespairNoMore . In the coming weeks, TENA will announce the winning phrase to replace this erroneous definition. “As a global leader in incontinence products, TENA considered it important to spearhead a campaign that drives greater age confidence and empowers women to break the stigmas associated with incontinence. We hope this new campaign will drive positive change in the Middle East market as part of our global TENA Women 'I will be me' platform,” said Stamatios Mantzaris, Head of Global Communications at TENA.
If you do not display the embedded video correctly, click here . This announcement, directed by Camila Cornelsen, comes after data collected in a recent survey of 600 Saudi women over the age of 40, as Phone Number List reported by . 81% of them believe that the phrase "Age of Despair" should be changed and updated , and 82% would prefer to use a new, more positive phrase instead. On the other hand, the report revealed that 36% of the women surveyed experience urinary incontinence during menopause , so TENA has committed to empowering these women so that this does not represent any obstacle in their lives. But TENA's campaign does not stop there.
The brand has used the opportunities and reach that social media provides to invite women to share their alternatives to the term “Age of Despair” under the hashtag #DespairNoMore . In the coming weeks, TENA will announce the winning phrase to replace this erroneous definition. “As a global leader in incontinence products, TENA considered it important to spearhead a campaign that drives greater age confidence and empowers women to break the stigmas associated with incontinence. We hope this new campaign will drive positive change in the Middle East market as part of our global TENA Women 'I will be me' platform,” said Stamatios Mantzaris, Head of Global Communications at TENA.