In 2021, Tena Middle East created a groundbreaking ad campaign around menopause that went viral faster than a fiery hot flush, fuelling a nascent movement in the region.
After surveying women in Saudi Arabia on their feelings around a particularly depressing Arabic term for menopause, which translated to “age of despair”, the incontinence brand found 81 per cent believed it should be changed. Their resulting two-minute video featured Arabic singer-songwriter Ghalia singing a song titled…
