‘WHO ARE
YOU CALLING WEAK…”

CHALLENGE: Address misconceptions around incontinence association with only the old and infirm, and build brand visibility among consumers under 50. ​

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SOLUTION: By re-framing incontinence from a sign of weakness to one of pushing a strong body to its limits, we could tap into the target audience. We partnered with Olympic Diver, Meaghan Benefeito, on a doccie, exploring her incontinence journey as a sportswoman and new mother, hosting the content on TENA’s website, promoted by PR and on social media. ​

FULL FILM