Tena and Channel 4 unveil diversity in advertising campaign

 

https://www.youtube.com/check out?v=gMsPc4VyYnQ

Channel 4 is to air Tena’s prize-successful campaign tonight (29 April), as the incontinence model aims to “create a new narrative” for the menopause and deal with “female ageism”.

Tena received Channel 4’s sixth Diversity in Advertising and marketing award in Oct, which last calendar year asked the internet marketing market to make an ad that would problem ageism in marketing. The model scooped £1m of totally free advertising and marketing on Channel 4.

Devised by innovative agency AMV BBDO, the ‘#LastLonelyMenopause’ marketing campaign highlights some of the realities of the menopause in methods not prior to viewed in British Tv promoting.

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

It displays the “painfully relatable” but seldom viewed realities of the menopause, from rogue beard hairs and night time sweats to hormonal rage and bladder weak point. The advert is just one of the only about bladder weak spot to present urine on screen.

Tena’s international master brand and communications director, Meta Redstedt, states the brand is “proud” to create a “new narrative” for the menopause, which is hopes will kick off “important conversations” in homes throughout the state.

“Tena is tackling woman ageism, presenting a present day point of view on how midlife girls dwell, championing their participation in culture, and representation in tradition,” she says.

Channel 4’s main income officer Veriça Djurdjevic provides that the ad is a “game-changing” take on the menopause, using the central concept of conversing about menopause as a way of “breaking the stigma and silence that exists around it”.

The advertisement comes as section of a wider marketing campaign, produced with AMV BBDO and Ketchum PR, that will utilise social material, influencer exercise and the ‘Infrequently Asked Questions guide’, offered on the Tena Women internet site.

Channel 4’s once-a-year diversity in advertising award gives the winning campaign £1 million well worth of professional airtime across the complete portfolio of channels in Channel 4’s professional arm 4Revenue, including its streaming services All 4.

Initially it was set up to encourage the advertisement marketplace to embrace inclusive innovative campaigns and prolong Channel 4’s management in diversity over and above its editorial information and into the ad breaks.

Each 12 months troubles the industry to deal with a unique subject matter. Ageism was picked out for the 2021 levels of competition as analysis has demonstrated that men and women more than 50 sense vastly misrepresented in the the vast majority of advertisements, with 72% of those questioned emotion that people their age in adverts had been out-of-date stereotypes.

“Channel 4 exists to develop modify by means of enjoyment, and we do this by representing unheard voices and difficult modern society,” Djurdjevic explains.

“Through our once-a-year Range in Advertising Award we’re fully commited to retain demanding the promoting marketplace to reflect all society authentically in their Television advertisements to guarantee that the astounding diversity of the United kingdom is reflected not just in  our programming but throughout our ad breaks much too.”

The advertisement will start at 8.10pm tonight. Channel 4 extended this year’s award with a £100,000 digital shorter kind collection developed by 4Studio Productions, which is thanks to start on 9 Could.

This year’s runners up bundled Concealed Listening to, Baileys, Shelter, and Boots. All five runners up will be offered match funding of up to £250,000 every single to encourage the pitched campaigns into production.