Tena: #lastlonelymenopause

TENA, the #1 brand for bladder weakness, launched its new TENA Lights Sensitive range to help women feel better prepared for the menopause and the changes it involves and ignite meaningful conversation within culture.

Executive Summary

No one wants to be seen as a 'TENA lady'...

We're in a unique and complex situation where our audience often want nothing to do with us. We're a pariah brand. It's an enormous challenge, with tricky nuances and deeply entrenched stigma. But with millions of women, 1 in 3, experiencing bladder weakness, we needed to find a way to help them acknowledge their condition and find the best products for their needs.

We'd already started this journey with our previous campaigns. First was Ageless, a daring provocation on the sexuality of older women with bladder weakness. Then,...

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