Despite all the advances we made to rid ourselves of taboos in the ‘60s, the ‘70s and this decade, social stigma still surrounds too many body functions. One of these is incontinence. Although one in three women over 35*, and one in four men over 40** experience some form of bladder weakness in their lives, it remains a taboo subject that people find difficult to discuss.
Tena Women has set out to change the perception of and the social stigma surrounding incontinence in its latest campaign, and it is doing so with forward-thinking broadcast channel, Channel 4, brokered by Zenith.
The campaign aims to empower women of all ages to be more open and honest with themselves and others about incontinence, encouraging them to feel comfortable and confident in their bodies, with its honest testimonials and the catch cry, I will be me. In the film, familiar Channel 4 faces including presenter, Anna Richardson, and stand-up comedian, actress and writer, Shazia Mirza. talk openly about incontinence.
A series of five-second teaser ads broke on-air on September 26 and ran across the week to build excitement for the full 60-second ad launching during Gogglebox on October 2. A 30-second version will continue to run October 2 – 31.
The work responds to new research results which show that Brits find incontinence even more difficult to discuss than depression. The new partnership aims to strip away entrenched embarrassment and encourage women to speak out honestly and openly when it comes to incontinence.
The campaign idea was borne from Zenith’s Client Confidential briefing in partnership with Tena, in which Zenith challenged media partners to generate “proactive and bold” solutions to clients’ biggest business challenges. It also continues Tena’s #Ageless campaign which launched in March, and The Last Taboo, created by Zenith, Guardian Labs and Tena, which launched in April.
The Channel 4 partnership was developed through 4Sales’ creative arm PL4Y. The campaign will also run across More4 and Channel 4’s free streaming service, All 4, and will be amplified with #iwillbeme social content, facilitated by Zenith.
Lisa Myers, marketing manager at Tena, stated, “Continuing on the success of our #Ageless campaign, we want to show all women, regardless of age, that incontinence should be talked about more openly, without having to feel reluctant due to the societal stigmas that currently come with it. If we all learn to talk more openly and honestly, starting with those that contribute to that stigma, then we hope incontinence sufferers will not only seek any help they may need – but also feel empowered to live the life they want to live.
“Working with Channel 4, a partner that’s not afraid to challenge perceptions and inspire change, we can really challenge how incontinence is perceived in wider society, by giving these brilliant women a platform to share their experience and encourage others to talk about incontinence.”
Credits:
Media Agency: Zenith (handled media and creative)
Media Planners: Alice Hadley & Ingrid Leddin
Partnerships: Victoria Brotchie & Ellie Moseley
Production Company: The Outfit
Director: Debbie Anzalone
Editor: Matt McKinnon
Producer: Alex Dawson
Post Producer: Kabir Malik
Sound: Will Morton
Creatives: Maggie Kelly & John-Paul Smith
Group Account Director: Natalie Reed
DOP: Chris Fergusson
Grade: Marty McMullan
Online: Steve Gibbs
Client: Tena
Marketing Manager: Lisa Myers
*1 in 3 women over the age of 35 experience urine leakage – Source: 5th Edition 2013, “INCONTINENCE”, P. Albrams et al., European Association of Urology, ICUD Publishing http://www.icud.info/incontinence.html
**1 in 4 men over the age of 40 experience urine leakage – Source: Survey conducted by Essity in 2012, with men over 40 in the US, UK Germany, Italy, Russia and Mexico by Essity. Data on file not published.
