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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.