Guardian Labs partners with TENA on a multi-platform campaign aimed at breaking taboos and challenging perceptions.
- Part of TENA’s wider “I will be me” campaign, the partnership initially started as a way of opening up conversation about incontinence. This included two videos — both funny and frank — each featuring a trio of female comedians discussing the impact of incontinence and viewed 810,000 times by the end of 2020.
- As the campaign developed, content became centred around taboos on four key themes: sex and intimacy, laughing, exercise, and clothing. The Guardian told stories using authentic voices, including Miriam Margolyes OBE and Trish Halpin.
- After just one year, 90% of campaign readers felt that TENA was discussing incontinence and taboos in an honest way, and 80% of readers claimed they had gone to find out more or take action with the brand.
- In 2021, the campaign remit was widened further, encompassing not only themes of sexuality and body image, but also spotlighting male voices on incontinence and the themes of sport, laughter, and style. With discussions about ‘dad bods’ and exercise, this brought the conversation to a younger audience and encouraged dialogue between genders.
- Later in the year, the partnership will be making use of IGTV, Instagram’s in-app video platform.
You can view the full campaign here.