Tena has launched a groundbreaking global initiative titled ‘Rethink Bladder Leaks,’ aimed at confronting pervasive stereotypes and stigmas surrounding bladder leaks. This campaign is designed to transform public perception, encouraging individuals to seek solutions without succumbing to feelings of shame.
Recent research from Tena indicates that a significant 80% of women experiencing bladder leaks have felt a sense of shame. Moreover, 77% have reported being discouraged from seeking help due to the stigma prevalent in society.
The campaign will feature a prominent film directed by Grammy-winning filmmaker Nadia Marquard Otzen, serving as the centerpiece of this initiative.
Jennifer Grayson, the brand manager at Tena, emphasized the impact of shame and inadequate products on women’s lives. She stated, “Millions of women are living smaller lives due to shame and inadequate solutions. This campaign is about creating a positive and compassionate culture around continence care, building self-worth, and tearing down unhelpful stereotypes. It’s time for women to feel confident and properly cared for, with products designed for their needs.”
Credits for the Campaign
- Client: Essity Global
- Brand: Tena
- Campaign Title: Rethink Bladder Leaks
- Client Team: Jason Japlanis, Stefanie Steegs
- Creative Agency: AMV BBDO
- Chief Creative Officers: Nicholas Hulley, Nadja Lossgott
- Executive Creative Director: Laura Rogers
- Creative Team: Anzhela Hayrabedyan, Luca Grosso
- Agency Planning Team: Bea Farmelo, Margaux Revol, Vicki Holgate
- Account Team: Emma Ellwood, Phoebe Selby, Sarah Hore-Lacy
- Production Team: Yvonne Chalkley (AV), Louisa Frost (Stills), Kim Marshall (Social), Roisin Fogarty
- Production Company: Academy Films
- Post-Production Company: Untold Studios
- Photography: Lisa Sorgini
- Retouching: David Barreiro
This campaign by Tena not only aims to elevate understanding and encourage open discussions but also focuses on providing effective solutions tailored to women’s needs. By addressing both the emotional and practical aspects of bladder leaks, Tena is advocating for a supportive environment that empowers women to seek the care they deserve.
