What does menopause mean in the Middle East?

! This advert maybe not available because the video is not working

The Arabic word for menopause translates as 'hopeless age' or 'age of despair'. Hygiene products company TENA aims to change that negative perception by changing what the menopause actually means to women. Based on a survey of 600 women carried out in Saudi Arabia - which is the biggest of the core countries in the largely Arab trans-continental Middle East (ME) area - over 81% of women believe that the phrase Age of Despair needs to be changed and updated, while 82% of women would prefer to use a new and more positive phrase in its place. What do you think of this campaign reflecting various women's re-definitions? Advertising around a life experience which (given sufficient individual longevity) all women, not a percentage, will go through, is astonishingly hard to find. Do you feel this is a step in the right direction, a very effective awareness-raiser, or starting from too negative or specific a base? While only 36% of the women surveyed experienced urinary incontinence as a symptom of menopause, TENA explains that: “As the global leader in incontinence products, TENA felt it important to spearhead a campaign that drives greater age confidence and empower women to break down the stigmas associated with incontinence." A 2014 medical comment (link at end) says that: "The severity of menopausal symptoms... can be partially explained by the relatively younger age at which ME women commence their mid-life transition when compared to western population. Observational studies have shown that cultural, religious and family issues contribute immensely to the ME perception of menopause, while the severity of symptoms has been attributed to socio-economic status." The same comment observes that the 'age of despair' term negatively affects the perceptions of younger women, engendering fear and apprehension, while older women often experience peace of mind and other advantages as a result of going through the menopause - a process which is acknowledged through this visually powerful campaign. The soundtrack song 'Despair No More' was written and performed by singer-songwriter Ghalia. https://www.longdom.org/proceedings/should-the-management-of-menopause-in-the-middle-east-be-different-26917.html

Keywords: TENA Despair No More, Essity, Menopause ads, menopause Saudi Arabia, singer Ghalia, Anghami, taboo topics, director Camila Cornelsen, female incontinence, AMV BBDO, Impact BBDO