Tena and AMV BBDO have released their award-winning spot, which aims to break down social stigmas surrounding the menopause.
The Swedish sanitary brand’s latest campaign scooped up Channel 4’s Diversity in Advertising award in October last year, securing it one million pounds worth of advertising on Channel 4 alongside £100,000 for social media channels supported by 4Studio.
The two-minute ad is set to premiere on Channel 4 tonight at 8:10pm and will focus on a mother’s relationship with her daughter as she struggles with the menopause.
The spot aims to encourage greater understanding and inter-generational dialogue over the issue after finding that over 80% of women won’t even discuss the menopause with their own others.
The TV network had challenged brands to create a campaign that broke down barriers surrounding ageism in advertising, with its research indicating that 72% of over-50s felt misrepresented in ads.
An ‘Infrequently Asked Questions’ section will also be added to the Tena website to support the new campaign, which will focus on destigmatising conversations around the menopause.
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“Tena is tackling female ageism, presenting a modern perspective on how midlife women live, championing their participation in society, and representation in culture,” Tena global master brand and communications director, Meta Redstedt said.
“With this campaign, we are so proud to create a new narrative for the menopause, hopefully starting important conversations in households across the country with Channel 4’s generous support.”
AMV BBDO creatives, Lauren Peters and Augustine Cerf added: “We hope this campaign can reinject humanity and beauty into the life stage, subvert damaging and demeaning stereotypes and help women feel better supported and less alone.
“We also hope it’ll inspire people to talk to their own loved ones about the menopause – we all know someone going through it, yet we so rarely talk about it. It’s no wonder one in three feels alone during the menopause.”
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