Memo to
my Memo
Tena
Tena
Ask
Break the longstanding taboo surrounding menopause by shifting the narrative from an individual burden to a shared, natural life phase that affects families, workplaces, and society as a whole.
Ask
Break the longstanding taboo surrounding menopause by shifting the narrative from an individual burden to a shared, natural life phase that affects families, workplaces, and society as a whole.
Challenge
Menopause is physically and emotionally impactful, but many women do not recognize all its symptoms or feel able to talk about it openly. This silence fuels shame, insecurity, and isolation.
Challenge
Menopause is physically and emotionally impactful, but many women do not recognize all its symptoms or feel able to talk about it openly. This silence fuels shame, insecurity, and isolation.
Challenge
The German skincare specialist Babor has grown organically over the years, leading to an increasingly confusing portfolio and distribution channels.
Ask
Find a way to bring the different brand worlds within the Babor portfolio together in a manifesto film which will be the fundament to roll out the new rebranding on a global level without losing the trust of the loyal consumers.
Idea
The creative idea made this cultural absence tangible through one powerful symbol: an empty chair. The chair represents the lack of dialogue and recognition. TENA invited Victoria Koblenko, Berget Lewis, and Daphne Deckers to share their personal experiences candidly. Their stories challenged the dominant belief that menopause is an individual, private issue that must be endured in silence.
Online community
This openness acted as a catalyst. Women recognized themselves in these stories and were invited to take a seat themselves by sharing their own experiences on social media and the campaign platform. What emerged was a growing collective archive of voices that revealed the scale of the need for exchange and recognition.
Idea
The creative idea made this cultural absence tangible through one powerful symbol: an empty chair. The chair represents the lack of dialogue and recognition. TENA invited Victoria Koblenko, Berget Lewis, and Daphne Deckers to share their personal experiences candidly. Their stories challenged the dominant belief that menopause is an individual, private issue that must be endured in silence.
Online community
This openness acted as a catalyst. Women recognized themselves in these stories and were invited to take a seat themselves by sharing their own experiences on social media and the campaign platform. What emerged was a growing collective archive of voices that revealed the scale of the need for exchange and recognition.
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Next: Birra Moretti
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