June 15, 2024


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Tena challenges ageism with ‘game-changing’ menopause advert on Channel 4

A menopause advert that problems ageism in promotion breaking the “silence and stigma” all over the topic will make its debut soon after winning £1 million of totally free airtime on Channel 4.

he Tena campaign is the receiver of the broadcaster’s Variety In Advertising Award, a dedication to aid improve variety in promotion.

This year, brand names and agencies had been questioned to arrive up with ideas that confront ageism in adverts.

The Tena commercial, which tackles the realities of the menopause seldom-witnessed on Tv, will air for the very first time on Channel 4 on Friday from 8.10pm.

The movie follows a daughter and her mom who is navigating the menopause, from rogue beard hairs and evening sweats to hormonal rage and bladder weak point, it tells the tale of a 2nd coming-of-age.

The Last Lonely Menopause marketing campaign, imagined by imaginative company AMV BBDO, fended off levels of competition from 5 shortlisted brand names like Baileys and Boots – who will all obtain £250,000 match funding to motivate the strategies into generation.


The Final Lonely Menopause marketing campaign (PA)

Veriça Djurdjevic, main profits officer at Channel 4, claimed: “AMV’s ad for Tena is a game-shifting take on the narrative close to the menopause.

“It correctly fulfilled our award temporary to tackle ageism in promoting, working with the central strategy of speaking about the menopause as a way of breaking the stigma and silence that exists close to it despite the actuality fifty percent the population will experience it.”

Movie of the Day

For the first time this year, Channel 4 has also prolonged its award with £100,000 electronic short type series demonstrating older and youthful people chatting about the menopause – which will launch on Might 9.


The advert tells the tale of a mother and daughter (PA)

Lauren Peters and Augustine Cerf, creatives at AMV BBDO, explained: “People heading by the menopause also deserve their emotionally nuanced coming of age tales of rage, confusion, liberation and starting to be.

“We also hope it’ll encourage folks to talk to their have loved types about the menopause – we all know a person likely by it, yet we so seldom chat about it. It’s no marvel 1 in 3 feel on your own through the menopause.”

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