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: Tena Agency: 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.

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