Incontinence affects millions, yet it’s a topic often avoided, even though it’s a daily reality for many. The stigma surrounding it keeps the conversation hushed, making those who experience it feel isolated or ashamed. At TENA, we’re working to change that. We believe that to empower women, we need to break the silence and normalize the conversation. 

The objective was clear: expand visibility, raise awareness, and normalize the conversation around incontinence while positioning TENA as the trusted solution. The question was: how do you engage women about a sensitive subject in a way that builds trust and credibility?

Be part of authentic conversations

TENA’s campaign strategy centred on trust-building and education. Rather than relying on traditional advertising, TENA teamed up with credible healthcare professionals and influencers who could speak authentically to the target audience. These trusted voices leveraged their platforms to open the dialogue about incontinence, shedding light on the topic while positioning TENA Lady Pads as the go-to solution. Post-partum tips were shared, and Q&A’s were conducted by those influencers voluntarily, given the amount of comments and feedback received. 

To amplify the campaign and ensure quality engagement, TENA used a diverse range of educational reels and stories across META, maximizing reach and ensuring that the message resonated with women who needed to hear it most. In a world where attention spans are short, quick tips and relatable content performed the best, and were key to making sure the conversation didn’t just reach but connected.

Building credibility, one trusted partnership at a time.

Beyond influencers, TENA took it a step further by collaborating with well-established health and family-focused platforms like 3a2ilati and Altibbi. These partnerships gave TENA’s message the authority it needed—positioning the brand as part of genuine health and wellness discussions rather than just a product pitch. Tailored articles and sponsored content in these trusted spaces helped reinforce TENA’s reputation as a reliable, essential product for women’s health.

The results?

By blending authentic, trusted voices with strategic content placement, TENA fostered an ongoing conversation about feminine health that had previously been overlooked. Over 500 online consultations were booked through the medical websites we’ve partnered with and we overachieved by 40% in terms of views on the expert videos! The brand didn’t just create visibility—it built a community of women who felt seen, understood, and empowered to speak openly about incontinence. 

In conclusion, TENA’s approach was more than just about pushing a product, it was about redefining the conversation. Through smart partnerships, thoughtful content, and an open, empathetic tone, TENA became a trusted ally for women, offering not just a solution but a voice in the dialogue around feminine health.