TENA
AGELESS
This campaign flips the script by featuring real women over 50 sharing their candid experiences about sexuality and self-image. Developed in collaboration with real women, the campaign spans film, social media, out-of-home, podcasts, and even introduces an age-positive sex toy designed to strengthen pelvic floors—because why should pleasure have an age limit?
Spot
Shot by Oscar winning director, Yorgos Lanthimos, the film is designed to stimulate and provoke conversation about the realities of ageing; to celebrate the positivity, as well as challenge perceptions of incontinence.
We partnered with Stina Persson to create beautiful illustrations of the joys of later life intimacy. The illustrations were used for Outdoor advertising as well as within the wellness packs.
Sexual wellness packs
We partnered with femtech sex toy brand Je Joue to send influencers an intimate device which brings pleasure as well as improving pelvic floor strength - because wellness doesn’t have an age limit. The packs featured HANX lubricant, kegel exercise instructions and TENA Silhouette underwear.
Results
The campaign received a 20% uplift in women's belief that incontinence is nothing to be ashamed of and a 26% uplift in women's belief that getting older is something to embrace, rather than worry about.
