Tena fights ageism with ‘groundbreaking’ menopause ad on Channel 4

A menopause commercial that challenges ageism in advertising and breaks the “silence and stigma” surrounding the issue will make its debut after winning £1million in free airtime on Channel 4.

Tena’s campaign won the channel’s Diversity In Advertising Award, a commitment to improving diversity in advertising.

This year, brands and agencies were asked to come up with ideas that fight ageism in advertising.

The Tena commercial, which explores the seldom seen reality of menopause, will air for the first time on Channel 4 on Friday from 8:10pm.

The film follows a daughter and her mother through menopause, from wild facial hair and night sweats to hormonal rage and bladder weakness, telling the story of a second growing up.

Conceived by creative agency AMV BBDO, the ‘Last Lonely Menopause’ campaign beat out competition from five shortlisted brands including Baileys and Boots – all receiving £250,000 to stimulate the campaigns into production.


The Last Lonely Menopause campaign (PA)

Channel 4 Chief Revenue Officer Veriça Djurdjevic said: “AMV’s commercial for Tena is a groundbreaking take on the menopause narrative.

“It perfectly fulfilled our awards mandate to fight ageism in advertising, using the central idea of ​​speaking about menopause to break the stigma and silence that exists around it, despite the fact that half of the population does.” will be affected.”

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For the first time this year, Channel 4 has also expanded its awards to include a £100,000 digital short form series showing older and younger people talking about menopause – which will launch on 9 May.


The ad tells the story of a mother and daughter (PA)

Lauren Peters and Augustine Cerf, Creatives at AMV BBDO said, “People going through menopause also deserve their emotionally nuanced coming-of-age stories of anger, confusion, release and becoming.

“We also hope it inspires people to talk about menopause with their own loved ones – we all know someone who goes through it but we so rarely talk about it. No wonder 1 in 3 feel alone during menopause.”

The spot will first air on Channel 4 on Friday at 8.10pm.

https://www.independent.ie/entertainment/tena-challenges-ageism-with-game-changing-menopause-advert-on-channel-4-41598694.html Tena fights ageism with ‘groundbreaking’ menopause ad on Channel 4

Fry Electronics Team

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