Creative Tena Creative Works

Tena subverts Victoria Secret catwalk ad to break taboos around incontinence


By Imogen Watson | Senior reporter

May 1, 2019 | 3 min read

Tena has re-imagined Victoria Secret's iconic catwalk ad on central London billboards to dismantle taboos around incontinence.

Tena 'I Will Be Me' campaign aims to break taboos around incontinence

Tena 'I Will Be Me' campaign aims to break taboos around incontinence

Developed by AMV BBDO, the 'I Will Be Me' campaign re-imagines the Angels catwalk image, placing women aged over the age of forty in place of its models.

To drive greater impact, the ads appeared as a 48-sheet billboard on Tottenham Court Road and digital 6-sheets in Oxford Street.


To campaign is to promote its Silhouette Noir knickers which Tena has designed to help women feel 'sexy' with incontinence struggles. With a low waist offering discretion, the pants look and feel more like traditional underwear, than standard incontinent pants.

By mimicking Victoria Secret advertising work, AMV BBDO is giving agency back to women in an empowering way, that demonstrates how by wearing the new pants, women can feel as confident as the angels.

Discussing the 'I Will Be Me' campaign, Anna McCrory, senior brand manager for Tena UK said: “Despite the fact that one in three women over 35 experience bladder weakness, it remains a taboo subject for many of us. At Tena, we are on a mission to tackle these taboos and inspire women who experience incontinence to feel good about themselves.

“We are incredibly proud of this new product and the exciting campaign we’ve devised to launch it. Silhouette Noir truly breaks new ground, helping women to feel sexy, confident and able to wear what they like without being restricted by the colour or shape of their underwear, an important step towards normalising incontinence.”

Tena: I will Be Me by AMV BBDO

By Tena

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