Magazine article Marketing

Marketing Promotion: Outdoor Campaign of the Month - TENA Men

Magazine article Marketing

Marketing Promotion: Outdoor Campaign of the Month - TENA Men

Article excerpt

What was the idea?

The idea was to raise awareness of male bladder weakness - a condition that affects more than 3.6m men in the UK. That's enough to fill Wembley Stadium 40 times over.

The creative execution was a real first for TENA. We wanted to try something different by tackling the condition head-on and, through the use of a bold and direct creative style, aimed to destigmatise the condition and educate men on how they can help manage it.

What was the media strategy?

Planned by Carat, the campaign was designed to attract the attention of men in a relevant environment - in this case, washrooms. It was aimed at those who experience symptoms but may not know what help is out there.

Due to the personal nature of the environment, we were able to make the creative more direct and overt than would have been feasible at alternative sites, and issue a call to action by phone, text or online.

TENA ran recall and awareness research alongside the campaign to ensure we understood which elements worked successfully and take any relevant learning. …

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