Saudi Arabia – Sanitary brand Tena’s latest campaign, Despair No More, aims to change the perception of the menopause in the Middle East.
The Arabic word for menopause directly translates as ‘the age of despair’, and a survey by Tena found that the majority of Saudi women believe this term should change. Drawing from this, the Despair No More campaign, in partnership with Impact BBDO, features video content and an original song that flips the narrative to position the menopause as a positive life stage focused on renewal, reflection and wisdom.
To engage its target audience, Tena has opened up a search for an alternative term for the menopause, using its social media channels to ask Middle Eastern women to share their suggestions. ‘By changing the ‘age of despair’, we’ll end the stigma of menopause for ourselves, our mothers and our daughters,' explains Sarah Berro, associate creative director at Impact BBDO.
Brands are shifting perceptions of the menopause to empower women reaching this life stage. Discover the importance Menopausal Empowerment in our interview with Dr Louise Newson, founder of menopause app Balance.