Tena: Our bodies change, but why should we?

TENA, an incontinence product brand, launched a campaign in the UK to tackle stigma by celebrating the confidence of those who refused to be ashamed of their bodies or defined by society's perceptions of ageing.

Campaign details

Brand: TenaAgency: AMVBBDO

Executive Summary

When you think of TENA incontinence products, what comes to mind?

Bulky, unflattering, diaper-like underwear in a questionable beige shade?

And who do you picture wearing them? Elderly people probably, housebound even.

The thing is, TENA products aren't ugly, and they work very well. They're known for their superior performance and given that 1 in 3 women in the UK suffer from incontinence, they could genuinely help these people live a more comfortable life.

But if no one wants to think about incontinence, or have anything to do with your...

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