Tena and Channel 4 unveil diversity in advertising campaign

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Channel 4 is to air Tena’s prize-successful campaign tonight (29 April), as the incontinence brand name aims to “create a new narrative” for the menopause and tackle “female ageism”.

Tena received Channel 4’s sixth Diversity in Advertising and marketing award in Oct, which very last 12 months questioned the marketing and advertising field to generate an ad that would challenge ageism in promoting. The brand scooped £1m of absolutely free advertising and marketing on Channel 4.

Devised by creative agency AMV BBDO, the ‘#LastLonelyMenopause’ campaign highlights some of the realities of the menopause in strategies not ahead of seen in British Television marketing.

Directed by Shannon Murphy and created by Lief, the two-moment movie tells the tale of a mother and daughter as the mother navigates the menopause. It draws on the strategy that the menopause is spoken about as puberty in reverse, and depicts the menopause as the “second coming of age”.

It exhibits the “painfully relatable” but not often seen realities of the menopause, from rogue beard hairs and night time sweats to hormonal rage and bladder weak spot. The advertisement is a single of the only about bladder weak point to exhibit urine on screen.

Tena’s world-wide master manufacturer and communications director, Meta Redstedt, states the model is “proud” to make a “new narrative” for the menopause, which is hopes will kick off “important conversations” in homes throughout the nation.

“Tena is tackling female ageism, presenting a modern viewpoint on how midlife ladies stay, championing their participation in culture, and representation in culture,” she suggests.

Channel 4’s main earnings officer Veriça Djurdjevic provides that the ad is a “game-changing” choose on the menopause, applying the central notion of speaking about menopause as a way of “breaking the stigma and silence that exists around it”.

The advert arrives as component of a broader campaign, formulated with AMV BBDO and Ketchum PR, that will utilise social information, influencer exercise and the ‘Infrequently Questioned Queries guide’, available on the Tena Gals web page.

Channel 4’s once-a-year variety in promoting award offers the successful marketing campaign £1 million worthy of of industrial airtime across the overall portfolio of channels in Channel 4’s industrial arm 4Product sales, which include its streaming support All 4.

Initially it was established up to motivate the advert industry to embrace inclusive innovative strategies and extend Channel 4’s management in diversity further than its editorial material and into the ad breaks.

Every single year difficulties the field to deal with a unique subject matter. Ageism was preferred for the 2021 opposition as investigation has revealed that persons about 50 come to feel vastly misrepresented in the vast majority of ads, with 72% of those people questioned experience that people their age in adverts were being outdated stereotypes.

“Channel 4 exists to build transform by way of entertainment, and we do this by symbolizing unheard voices and tough culture,” Djurdjevic clarifies.

“Through our once-a-year Diversity in Promotion Award we’re fully commited to continue to keep challenging the promotion marketplace to mirror all society authentically in their Tv ads to be certain that the awesome diversity of the United kingdom is mirrored not just in  our programming but throughout our advertisement breaks also.”

The ad will launch at 8.10pm tonight. Channel 4 extended this year’s award with a £100,000 electronic small variety series developed by 4Studio Productions, which is thanks to start on 9 Might.

This year’s runners up bundled Hidden Listening to, Baileys, Shelter, and Boots. All 5 runners up will be available match funding of up to £250,000 just about every to really encourage the pitched campaigns into generation.