Prostate cancer survivors help beat stigma in new Tena ad

Real prostate cancer survivors help smash stigma in new Tena ad.

The campaign features Ian, Ross and Steve, three survivors of prostate cancer wearing the new underwear, photographed and filmed by Simon Harsent

Leveraging cues from the fashion industry and underwear advertising, Tena has launched a major new brand campaign for its men’s range to help combat insecurities men living with incontinence may have.

Launching today – the start of prostate cancer awareness month – in partnership with the Prostate Cancer Foundation of Australia, the classic black-and-white style ads feature three real survivors of prostate cancer.

The campaign features Ian, Ross and Steve sharing their stories of dealing with prostate cancer, their experience of facing incontinence, and the relief of having discreet, leak-absorbing underwear they can wear with confidence.

Tena, owned by global hygiene and health giant Essity – which has brands on the books such as Libra, Tom‘s Organic, Handee, Sorbent, and Bodyform – is launching the ads across PR, digital and social.

“Advertising plays a significant role in breaking down the stigma associated with male incontinence,” said Tena AUNZ marketing manager Mishael Raban.

“Featuring survivors of prostate cancer who are living with incontinence helps to provide an empathetic voice that connects with men across Australia through shared experiences.”

Ms Raban said awareness and education were key to breaking down the stigma of one of the biggest health taboos in society.

Stockholm-based Tena owner Essity is no stranger to confronting personal issues head on. Famed for its multi-award-winning Bodyform ad #wombstories, the campaign provided a candid look at the real story behind periods and made global headlines.

Playing in a bold and brave category, creativity was essential to bring the ad to life. It is designed to help educate and support men living with incontinence issues.

The campaign, created by ad agency Dig, features simple yet strong images, with the agency saying telling stories and creativity were key to helping change how men living with incontinence feel about their condition, shifting from feeling insecure and inadequate to confident and upbeat.

With an underwear fashion-shoot style look and feel, the ads were designed to make Tena’s new line of men’s leak-proof underwear desirable rather than something that needs to be hidden.

“The black-and-white photos are contemporary and stylish, evoking a sense of control, comfort and style. In turn making the boxers aspirational, rather than just being something that treats a health condition,” said Dig chief creative officer Peter Cerny.

Incontinence concerns are common among Australian men, with 1.3 million men affected, especially men who have been treated for prostate cancer.

The integrated campaign launches in conjunction with Prostate Cancer Awareness Month, across PR, digital, social and in-store.

It’s said to be a daily struggle for many of the 240,000 survivors of prostate cancer, and is often cited as one of the biggest challenges in recovery.

“A key to our approach is to provide reassurance and support to overcome three key barriers to use,” Melbourne-based Ms Raban said.

The barriers included a sense of physical and emotional security, enabling men to regain control and confidence; reassurance and support to help them retain a sense of pride and masculinity, and discretion to empower men to live a regular life.

Ms Raban, who has headed up Tena’s marketing across the region for nearly 5½ years, said channels such as digital and social media allowed the brand to reach its intended audience more directly, as opposed to a mass audience approach of TV and out-of-home.

“These channels also enable more informative, detailed messages so that we educate and inform our audience,” she explained.

The success of the new campaign will be judged through a combination of metrics, including awareness and engagement, website views and ultimately sales of the new boxers.