What's Happening?
TENA, a brand known for incontinence products, has launched a campaign to address bladder leaks among women in sports. The initiative, which won a Bronze in Sports, Wellness & Fitness at The Drum Awards, aims to tackle the stigma surrounding bladder issues
that cause one in three UK women to leave sports. TENA partnered with sports clubs and health ambassadors to raise awareness and provide tangible support, such as training resources and free products. The campaign included collaborations with influencers and athletes to share personal experiences and promote pelvic health exercises, significantly increasing engagement and positive sentiment.
Why It's Important?
This campaign by TENA is crucial as it addresses a significant barrier to women's participation in sports—bladder leaks. By normalizing conversations around this issue and providing practical support, TENA is helping to reduce the stigma and encourage more women to remain active. The initiative not only benefits individual well-being but also has broader implications for public health and gender equality in sports. By partnering with sports clubs and leveraging influencer collaborations, TENA is effectively reaching a wide audience and driving meaningful change in perceptions and behaviors related to women's health in sports.
What's Next?
Following the success of the campaign, TENA may continue to expand its partnerships with more sports clubs and health organizations to further promote pelvic health and support women in sports. The positive reception and increased engagement suggest a growing interest in addressing women's health issues in sports, which could lead to more initiatives and collaborations in the future. Additionally, the campaign's success might inspire other brands to adopt similar strategies, potentially leading to a broader movement towards inclusivity and support for women in sports.
