Tena Women partners with Channel 4 for new campaign

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Tena Women has set out to challenge the perception of and the social stigma surrounding incontinence in its latest campaign, in a new partnership with Channel 4.

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The campaign aims to empower women of all ages to be more open and honest with themselves and others about incontinence.

A 60-second advert airs during Gogglebox on Friday 2 October at 10pm, and is fronted by familiar Channel 4 faces including presenter Anna Richardson and stand-up comedian, actress and writer Shazia Mirza. A 30-second version will continue to run from 2-31October.

The campaign will also run across More4 and Channel 4’s free streaming service All 4 and will be supported with #iwillbeme social content.

Lisa Myers, marketing manager at Tena, said: “If we all learn to talk more openly and honestly, starting with those that contribute to that stigma, then we hope incontinence sufferers will not only seek any help they may need – but also feel empowered to live the life they want to live.

“Working with Channel 4, a partner that’s not afraid to challenge perceptions and inspire change, we can really challenge how incontinence is perceived in wider society, by giving these brilliant women a platform to share their experience and encourage others to talk about incontinence.”

Angus Mitchell, agency and client sales leader at Channel 4, added: “This exclusive collaboration with Tena aims to normalise a taboo subject by making it more visible which goes right to heart of Channel 4, known for shifting taboos and creating groundbreaking content. It’s a creative campaign that’s sure to get Gogglebox viewers talking.”