Hygeine brand Tena and Zenith Media have taken the honours for the Chair's Award at The Drum Marketing Awards, for their ’From Humiliation to High Fashion’ campaign.
Marketing Awards chair Jill Dougan, UK marketing director of British Gas chose Tena’s entry based on its “brilliant creativity... grounded in insight and real customer need.“
The campaign, which also won in the Healthcare and Pharma category, aimed to tackle the taboo of incontinence through the use of highly visible media placements to promote a new product for the bladder weakness product category.
Dougan commended the work as ‘brave’ and explained why it caught her eye over everything else this year.
“It picked a subject that doesn’t get talked about very often but was really important,“ she said. “It drove the conversation to an important audience that often gets overlooked and talked about fashion by turning it on its head. I loved the integrated media plan where they used big billboards in high footfall areas and tried to do things differently. It caused me to stop and think. It was a different approach to something which was brave, challenging and it was a great mix of creativity and insight.”
Reflecting on this years' entries, Dougan cited a clear shift towards purpose-led campaigns that offered solutions to problems faced by consumers. She also felt that the best pieces of work were ones that made use of integrated creative across a number of channels.
Finally, Dougan offered her advice to marketers working through the challenges and uncertainties thrown up internationally around Covid-19, which can be heard in the interview above.