TENA - Despair No More
Dubai Lynx 4 x Grands Prix, LIA Grand Prix, Gold Effie, Finalist The Immortal Awards
The word 'menopause' doesn’t exist in Arabic language and is replaced by the derogatory term 'Age of Despair'; a term that only reflects the perceived despair in a woman losing her 'use'.
To erase “The Age of Despair” across MENA and change it forever, we called on women to submit their positive alternatives and replace ‘Despair’ with words of empowerment. Through social & digital platforms, strategic partnerships, and activations we created a movement for women, by women. We called on women across the region to tell their stories and invited them to submit alternative words.
Role on project: Executive Creative Director
Team on project: Paul Shearer, Marie Claire Maalouuf, Sarah Berro, Salma Shahin, Irina Siraeva, Haitham Elias Shaheen