Sydney and Melbourne agencies team up to break psychological barriers for TENA
Sydney’s Agent99 Public Relations and Melbourne‘s Hello I'm Venus advertising agency have launched a campaign to promote new lights by TENA, aiming to make “an honest attempt” to educate women on mild incontinence, or light bladder leakage.
Aiming to plug the psychological gap
The campaign has been commissioned by SCA Hygiene Australasia, and aims to challenge the cultural unwillingness to address incontinence..
"By understanding the psychological barriers to admitting this little problem, we created an empathetic connection with our consumer based around discretion,“ said Miles Mainwaring, strategic director of Hello I'm Venus.
“She does not want to join the 'sisterhood of suffering', but is looking for solutions and ways to personally take charge. Importantly, we are offering hope where there was none."
Bec Brideson, executive creative director of Hello I'm Venus said: "For lights by TENA, this meant we had to look outside the category cues associated with incontinence products and develop a unique, discreet and stylish aesthetic more acceptable for women who may need this product."
The campaign is set to run across radio, digital display and print magazines, together with the release of research findings, instructional online exercise videos and an awareness drive by female bloggers.
“This is not an easy audience to get through to. We needed to tap lightly on our consumer's door, gently beckoning her to come in and discover the world of light incontinence with a new product lights by TENA,” said Therese Winterburn, head of marketing personal care at SCA Hygiene Australasia.
"Hello I'm Venus got the tonality, got the strategy and got the channels to help us get the audience, and we chose Agent99 PR based on the causal work they had done. Both agencies really understood the nature of what we are endeavouring to achieve and were totally aligned with our brand from the beginning, ensuring a seamless and dynamic campaign."
Sharon Zeev Poole, director of Agent99 PR: "We're thrilled to work with a brand that truly endeavors to understand their audience and give them more than just a product.
“The beauty of this campaign lies in the fact that the brand is committed to delivering a long-term solution in the best interest of the consumers themselves, which makes it a unique and altruistic approach in the FMCG space, and one we're proud to represent."