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Conversations around women’s health have shifted dramatically in recent years and have finally reached the menopause, once a taboo topic. On World Menopause Day, we look at the role brands can play in better representing older women’s experiences
Description #Despair No More calls on Arab women to challenge the phrase “Age of Despair”, which is the Arabic name for menopause, and replace it with words that reflect this stage of a woman’s life more positively. As the worldwide leader in incontinence products, TENA wants to break the painful stigma and raise confidence in women aged 45+. The music-led campaign launches with the track ‘Despair No More’, originally composed for the campaign and sung by Arabic singer songwriter Ghalia, in partnership with Anghami Studios. The single will be released on Anghami, the leading music s...
Creative 276 Add to collection #DespairNoMore is the new campaign by AMV BBDO and Impact BBDO aimed at destigmatising ageing and incontinence TENA, the worldwide leader in incontinence products, has launched a campaign in the Middle East to challenge the misconception that menopause marks the onset of an ‘Age of Despair’ – the name for ‘menopause’ in Arabic –and raise confidence in women aged 45+. In response to this year’s International Women’s Day theme, #ChooseToChallenge, the new campaign created by AMV and Impact BBDO calls on Arab women to challenge the ‘Age of Despai...