Tena: #LastLonelyMenopause

TENA, a brand for bladder weakness, partnered with UK charity, Wellbeing of Women, for its campaign the Last Lonely Menopause to help people acknowledge their condition, build a stronger, more relevant brand and establish TENA as a trusted thought leader.

Summary

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

We're in a complex situation where our audience want nothing to do with us. It's an enormous challenge, with tricky nuances. But with millions of women experiencing bladder weakness, we needed to find a way to help people 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, backed by the UN, we reimagined the deeply misogynist terminology used to describe the menopause...

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