Sadly, it seems to get everyone in the end, some sooner than others, but leaky bladders are an age-old problem that, funnily enough, no-one wants to talk about, let alone tackle.
The issue is even more common in women and who better than Essity owned brand Tena, which has specialised in incontinence “solutions” for decades, to get on the front foot?
Enter a new global campaign created by AMV BBDO that aims to challenge negative stereotypes and stigmas. Designed to spark a radical shift in perception, ‘Rethink Bladder Leaks’ invites women to rethink the condition, encouraging them to embrace solutions that meet their needs and redefine their relationship with their bodies.
The campaign, which is social-led and global in scope, aims to address a widespread issue: millions of women are compromising their continence care, relying on period products out of shame and fear.
Research conducted by Tena reveals that 80% of women with bladder leaks have felt ashamed, while 77% have been deterred from seeking help due to societal stigma. It is a cultural issue that has left many feeling silenced, ashamed, and underserved.
At the heart of the social-led campaign is a film directed by Grammy-winning director Nadia Marquard Otzen through Academy Films. Using projections as a storytelling device, the film breaks projects common misconceptions directly onto the bodies of powerful women.
These create a contrast, challenging societal narratives about incontinence while celebrating strength, dignity, and authenticity. The approach is designed to subvert the typical uses of projections, such as oversexualised or abstract context, instead transforming women’s bodies into platforms for bold, empowering statements.
The film portrays diverse women navigating their lives – whether it is a postpartum mother carrying her children, riding a horse, or singing professionally – and features individuals who were cast because they experience bladder leaks in their lives. By showcasing their strength and confidence while embracing vulnerability, the campaign questions societal misconceptions surrounding incontinence and invites women to feel differently about their bodies and their challenges.
With 6 in 10 women using the wrong products for their bladder leaks due to embarrassment, Tena’s message is clear: the right products can be life-changing.
The campaign asserts how game-changing Tena can be, providing women with solutions that work for their specific needs and offering an alternative to the inadequate options they may currently use.
The film will be released in 30-, 20-, 15-, 10-, and 6-second formats, airing across TV, video-on-demand, and social media platforms globally. Different edits will also highlight the full range of Tena products.
Tena brand manager Jennifer Grayson said: “Millions of women are living smaller lives due to shame and inadequate solutions. This campaign is about creating a positive and compassionate culture around continence care, building self-worth, and tearing down unhelpful stereotypes. It’s time for women to feel confident and properly cared for, with products designed for their needs.”
AMV BBDO executive creative director Laura Rogers added: “For too long, continence issues have been associated with decline and weakness. But it’s the shame around the subject that holds people back, not the condition itself.
“It’s our mission to lift the stigma and show people that with the right products continence troubles are a manageable part of life, as demonstrated by the incredible, powerful, inspiring women in this campaign.”
So, what is the consensus around the Decision Marketing office?
Well, after you’ve gone through the obvious jokes of “are they taking the piss”; “in the wee small hours of the morning”; “bladder be ready for this one”; and “urine for a treat”; this work actually needs to work so let’s just be serious for once (honest that does happen now and again.
So, hats off the AMV, there is no shame in this condition… and this campaign is truly inspiring.
Decision Marketing Adometer: A “confident” 10 out of 10
