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Paul Shearer
Paul Shearer
Chief Creative Officer at Impact BBDO
Dubai, United Arab Emirates
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TitleDespair No More
Agency
Campaign Despair No More
Advertiser Essity
Brand Tena
Date of First Broadcast/Publication 2021 / 3
Business Sector Hygiene & Personal Care Products
Story Across MENA, incontinence is the most stigmatized of health conditions. Women struggling with incontinence are associated with “Age of Despair”, a phrase commonly used to describe menopause. So to drive confidence amongst women in the Middle East and challenge negative perceptions, we created a campaign that destroyed the phrase “Age of Despair.” We empowered women to be who they want to be; intimate, active, funny, fashionable. As a result, TENA became the No.1 incontinence product in the region, reaching 34.5% in value share and gained a unique reach of 613K on social and earned 4.7M video views.
Media Type Digital
Length
Market United Kingdom
Advertising Manager
Advertising Manager
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Chief Creative Officer
Chief Creative Officer
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Deputy Executive Creative Director
Deputy Executive Creative Director
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Creative Team
Creative Team
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Planner
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Agency TV Producer
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Director
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Director of Photography (DOP)
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Post-Production, Colour & AFX
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Media Agency

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