TENA: I Will Be Me (2020) 1:00 (UK)

TENA Women has set out to challenge the perception of and the social stigma surrounding incontinence in its latest campaign, in an exclusive new partnership with Channel 4, brokered by Zenith.

Driven by Zenith and 4Sales, 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.

Despite one in three women over 35₁, and one in four men over 40₂ experiencing some form of bladder weakness in their lives, it remains a taboo subject that people find difficult to discuss.

New research* reveals that Brits find incontinence even more difficult to discuss than depression. Those experiencing symptoms say they are reluctant to seek help because they feel it is not socially acceptable to discuss incontinence, with 56 per cent of women under 34 admitting they think it is embarrassing.

The new partnership aims to break these stereotypes and encourage women to speak out honestly and openly when it comes to incontinence. 

The 60 second hero advert airs during Gogglebox on Friday 2^nd October at 10pm, and is fronted by familiar Channel 4 faces including presenter Anna Richardson and stand-up comedian, actress and writer Shazia Mirza.

The campaign idea was borne from Zenith’s “Client Confidential” briefing in partnership with TENA, whereby Zenith challenged media partners to generate proactive and bold solutions to clients’ biggest business challenges, not specific campaign briefs. It continues the journey of TENA’s disruptive #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. TENA, with production company The Outfit, identified a group of relatable women who were happy to share their personal experiences of incontinence on-screen.

The adverts are shot in a cinematic documentary style, cut together in a way that shows the women answering off-camera questions such as “What do you call it when you have a leak?” and “Where’s the most embarrassing place it’s happened?”

The campaign builds maximum curiosity as initially viewers will only hear the women’s intriguing yet relatable, honest answers. These upfront anecdotes include Anna Richardson admitting to ‘fully wetting herself’ on a friend’s expensive new trampoline, and a new mum opening up about her first jog after giving birth.

Each spot will urge viewers to talk more openly and honestly about incontinence to help work together and eradicate this last taboo.

A series of five-second teaser ads broke on-air on 26^th September and ran across the week to build excitement for the full 60-second ad launching during Gogglebox on 2^nd October. A 30 second version will continue to run from 2^nd – 31^st October.

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

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