Not many people want to be associated with TENA. In fact, it’s one of those brands that people do what they can to avoid.

Despite offering highly effective products, superior to our competitors, the success of the brand was being hindered by some unhelpful associations.

The products were thought to be bulky, unflattering, overly medical, like wearing a diaper. Those with incontinence were suffering from similar misconceptions. Elderly, senile, housebound were words we heard a lot.

In reality, 1 in 3 women have incontinence. But because of these associations, no one would admit to it. In fact, it’s barely spoken about. Shrouded in stigma and shame.

We set out to change that. To drive reappraisal of the TENA brand and in turn, challenge perceptions of what it means to be a woman living with incontinence.

To tackle the stigma of bladder weakness by celebrating the confidence of those who refuse to be ashamed of their bodies or defined by society’s perceptions of ageing.

We made a bold and provocative statement on behalf of our...