Read our new manifesto

Award Winning Stories: how Tena smashed outdated taboos

Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.

Last year, Tena and Zenith Media decided to change perceptions and taboos around female incontinence. In the UK, over one-third of women over the age of 35 suffer from this.

In this video, find out how this brand and agency made a disruptive shift from private to public media by successfully launching a groundbreaking new product and growing the bladder weakness product category by 73%, breaking down outdated taboos.

Ingrid Leddin, business director at Zenith Media, talks through the campaign which won FMCG, Healthcare and Pharma and the Chair's Award at The Drum Awards for Marketing 2020.

These awards are open for entry. Enter before 16 December for a discounted rate.

To view other award-winning entries, see The Drum's Case Study section.