#DespairNoMore.
In Arabic, menopause is often called the "Age of Despair". TENA asked Arab women to replace the phrase, launching the campaign with a song released on Anghami.
- Brand
- TENA
- Agency
- Impact BBDO
- Market
- Middle East
- Region
- MENA
- Year
- 2021
The challenge
The common Arabic term frames menopause as the start of decline, which feeds stigma around symptoms such as incontinence. In TENA's survey of 600 Saudi women over 40, more than 81% said the phrase needed changing.
The idea
Timed to International Women's Day 2021, Impact BBDO and AMV BBDO launched the track "Despair No More", sung by Ghalia and produced with Anghami Studios, with a music video of older women defining ageing through their own skills and passions. Women were invited on social to suggest a new phrase using #DespairNoMore. Camila Cornelsen directed for Big Kahuna Films.
Case study source: Ads of the World Source ↗
Credits
- Creative agency
- Impact BBDO
- Creative agency
- AMV BBDO
- Production
- Big Kahuna Films
- Post-production
- The Fantastic Film Factory
- Post-production (audio)
- Tunefork Studios
- Additional company (music partner)
- Anghami
- PR
- Impact Porter Novelli
- Media agency
- Zenith Middle East
- Chief Creative Officer, Impact BBDO
- Paul Shearer
- Art Director, Impact BBDO
- Marie Claire Maalouf
- Copywriter, Impact BBDO
- Sarah Berro
- Creative, Impact BBDO
- Irina Siraeva
- Account Team, Impact BBDO
- Salma Shahin
- Account Team, Impact BBDO
- Haitham Elias Shaheen
- Chief Creative Officer, AMV BBDO
- Alex Grieve
- Deputy Executive Creative Director, AMV BBDO
- Toby Allen
- Deputy Executive Creative Director, AMV BBDO
- Jim Hilson
- Planner, AMV BBDO
- Tom White
- Planner, AMV BBDO
- Rob Sellars
- Account Team, AMV BBDO
- Harriet Harrison
- Account Team, AMV BBDO
- Laura Hazell
- Agency TV Producer
- Hiram Naman
- Director, DOP and Photographer, Big Kahuna Films
- Camila Cornelsen
- Executive Producer, Big Kahuna Films
- Chady El Khal
- Editor
- Neda Zag
- Second Editor
- Ryan Gonsalves
- Post Producer
- Razan Hamdan
- Audio Post-production, Tunefork Studios
- Marc Codsi
- Composer
- Zeid Hamdan
- Co-producer, Anghami
- Emdee Jabre
- Artist Relations, Anghami
- Kamil Abi Khalil
- Project Manager, Anghami
- Georges Rouhana
- Singer (talent)
- Ghalia
