#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.
- العلامة التجارية
- TENA
- الوكالة
- Impact BBDO
- السوق
- الشرق الأوسط
- المنطقة
- الشرق الأوسط وشمال أفريقيا
- السنة
- 2021
التحدي
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.
الفكرة
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.
مصدر دراسة الحالة: Ads of the World المصدر ↖
فريق العمل
- الوكالة الإبداعية
- Impact BBDO
- الوكالة الإبداعية
- AMV BBDO
- الإنتاج
- Big Kahuna Films
- ما بعد الإنتاج
- The Fantastic Film Factory
- ما بعد الإنتاج (audio)
- Tunefork Studios
- Additional company (music partner)
- Anghami
- العلاقات العامة
- Impact Porter Novelli
- الوكالة الإعلامية
- Zenith Middle East
- الرئيس التنفيذي للإبداع، Impact BBDO
- Paul Shearer
- المدير الفني، Impact BBDO
- Marie Claire Maalouf
- كاتب الإعلانات، Impact BBDO
- Sarah Berro
- مبدع، Impact BBDO
- Irina Siraeva
- Account Team, Impact BBDO
- Salma Shahin
- Account Team, Impact BBDO
- Haitham Elias Shaheen
- الرئيس التنفيذي للإبداع، 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
- المخرج، DOP and Photographer, Big Kahuna Films
- Camila Cornelsen
- المنتج المنفذ، Big Kahuna Films
- Chady El Khal
- المونتاج
- Neda Zag
- Second Editor
- Ryan Gonsalves
- Post Producer
- Razan Hamdan
- ما بعد الإنتاج الصوتي، Tunefork Studios
- Marc Codsi
- المؤلف الموسيقي
- Zeid Hamdan
- Co-producer, Anghami
- Emdee Jabre
- Artist Relations, Anghami
- Kamil Abi Khalil
- Project Manager, Anghami
- Georges Rouhana
- الغناء (talent)
- Ghalia
