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Tena and Channel 4 unveil variety in promoting marketing campaign

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Tena’s #LastLonelyMenopause advert appears to be like to sort out stigma across the topic. Supply: Channel 4

Channel 4 is to air Tena’s prize-winning marketing campaign tonight (29 April), because the incontinence model goals to “create a brand new narrative” for the menopause and sort out “feminine ageism”.

Tena gained Channel 4’s sixth variety in promoting award in October, which final yr requested the advertising business to create an advert that might problem ageism in promoting. The model scooped £1m of free promoting on Channel 4.

Devised by inventive company AMV BBDO, the ‘#LastLonelyMenopause’ marketing campaign highlights a number of the realities of the menopause in methods not earlier than seen in British TV promoting.

Directed by Shannon Murphy and produced by Lief, the two-minute movie tells the story of a mom and daughter because the mom navigates the menopause. It attracts on the concept that the menopause is spoken about as puberty in reverse, and depicts the menopause because the “second coming of age”.

It exhibits the “painfully relatable” however not often seen realities of the menopause, from rogue beard hairs and night time sweats to hormonal rage and bladder weak spot. The advert is without doubt one of the solely about bladder weak spot to point out urine on display screen.

Tena’s world grasp model and communications director, Meta Redstedt, says the model is “proud” to create a “new narrative” for the menopause, which is hopes will kick off “essential conversations” in households throughout the nation.

“Tena is tackling feminine ageism, presenting a contemporary perspective on how midlife girls reside, championing their participation in society, and illustration in tradition,” she says.

Channel 4’s chief income officer Veriça Djurdjevic provides that the advert is a “game-changing” tackle the menopause, utilizing the central concept of speaking about menopause as a method of “breaking the stigma and silence that exists round it”.

The advert comes as a part of a wider marketing campaign, developed with AMV BBDO and Ketchum PR, that can utilise social content material, influencer exercise and the ‘Sometimes Requested Questions information’, out there on the Tena Ladies web site.

Channel 4’s annual variety in promoting award affords the profitable marketing campaign £1 million value of economic airtime throughout all the portfolio of channels in Channel 4’s industrial arm 4Sales, together with its streaming service All 4.

Initially it was set as much as encourage the advert business to embrace inclusive inventive campaigns and lengthen Channel 4’s management in variety past its editorial content material and into the advert breaks.

Every year challenges the business to sort out a special topic. Ageism was chosen for the 2021 competitors as analysis has proven that individuals over 50 really feel vastly misrepresented within the majority of adverts, with 72% of these questioned feeling that individuals their age in adverts have been outdated stereotypes.

“Channel 4 exists to create change by means of leisure, and we do that by representing unheard voices and difficult society,” Djurdjevic explains.

“By our annual Variety in Promoting Award we’re dedicated to maintain difficult the promoting business to mirror all society authentically of their TV adverts to make sure that the superb variety of the UK is mirrored not simply in  our programming however throughout our advert breaks too.”

The advert will launch at 8.10pm tonight. Channel 4 prolonged this yr’s award with a £100,000 digital quick kind sequence produced by 4Studio Productions, which is because of launch on 9 Might.

This yr’s runners up included Hidden Listening to, Baileys, Shelter, and Boots. All 5 runners up will probably be provided match funding of as much as £250,000 every to encourage the pitched campaigns into manufacturing.

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