As women in the Middle East enter menopausal years and start experiencing incontinence, they’re condemned to the phrase “Age of Despair” (‘Senn el Yass’). But this phrase does not truly describe how they feel about themselves in that age.
As the number one global incontinence brand, TENA is on a mission to challenge negative perceptions of women with incontinence and drive greater age confidence amongst women 45+.
The idea was to erase the phrase “Age of Despair” from the Arabic language and change it forever, by calling on women to submit their own positive alternatives. We targeted an area of culture popular with our audience of 45+ women – the traditional music genre of Tarab. We then infiltrated culture at all levels – social media, digital platforms, partnerships and real world activations – to create a movement, for women, by women, to destroy this phrase forever and allow women to create their own definitions of what life after menopause means.
Campaign was shortlisted in media category at Cannes Lions International Festival of Creativity.
Case study
Film
