Tena "Despair no more" by AMV BBDO and Impact BBDO

Essity brand Tena aims to change perceptions of the menopause in the Middle East.

The Arabic term for menopause translates as "the age of despair" – but a survey by the brand of women in Saudi Arabia found that 81% believed the phrase should be changed, with most preferring a more positive wording in its place. The campaign features an original song of the same name by Arabic singer songwriter Ghalia, which will be released on Anghami, the leading music streaming platform in MENA, using its new Radio Live feature. The ad posits alternative words that could be associated with menopause, such as renewal, reflection, wisdom and creativity.

It was created by AMV’s Toby Allen and Jim Hilson with Impact’s Marie Claire Maalouf, Sarah Berro and Irina Siraeva, and directed by Camila Cornelsen through Big Kahuna Films. Cornelsen is a Brazilian director known for capturing women’s empowering images.


Global marketing & communications director
Global communications manager
Senior brand manager, Middle East & Africa
CCO (Impact)
Deputy ECDs (AMV) Toby Allen + Jim Hilson
Planners (AMV)
Account team (AMV)
Account team (Impact)
Agency TV producer
Production company
Production co. producer
Second editor
Post-production company
Post producer
Audio post-production
Music composition
Anghami co-producer
Anghami artist relations
Anghami project manager
Media agency

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