TENA Men launches new Washable Underwear campaign ‘Wear it with Confidence’ via Dig

TENA Men, leaders in male incontinence products, has launched a new Washable, Leakabsorbing Underwear range via creative agency Dig.

In partnership with the Prostate Cancer Foundation of Australia (PCFA), the campaign features Ian, Ross and Steve, 3 survivors of prostate cancer wearing the new underwear, beautifully photographed and filmed by Simon Harsent. The men share 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.

Says Peter Cerny, CCO at Dig: “Leveraging cues from the fashion world, we love how this campaign shows the confidence and strength of Ian, Ross and Steve through their willingness to be vulnerable. Crafted together beautifully to bring their powerful stories to light.”

Says Mishael Raban, marketing manager for TENA: “In partnership with PCFA, TENA is proud to champion men’s health and support those impacted by prostate cancer and incontinence. Through raising awareness and education we can breakdown the stigma of one of the biggest health taboos today. Whether it’s a small leak or a heavier flow, bladder leakage shouldn’t stop you from getting on with life.”

Anne Savage, CEO of Prostate Cancer Foundation of Australia, said the underwear would transform men’s experience of continence issues: “Continence concerns are common among Australian men, and especially among men who have been treated for prostate cancer. With more than 240,000 Australian men alive today after a diagnosis of prostate cancer, we know many Australian men will welcome the arrival of a product that safeguards their self-esteem and their social strength. We commend TENA for delivering a product that puts the person at the centre of the product, to solve a health challenge and significantly improve quality of life.”

The integrated campaign runs through PR, digital, social and in-store.

Agency – Dig
Peter Cerny – Chief Creative Officer/Partner
Matthew Keen – Chief Operating Officer/Partner
David Joubert – ECD/Partner
Tim Bishop – Creative Director
Nick Milde – Copywriter
Aimee Carruthers – Art Director
Alfrence Mak – Design Lead
Xavier Magnan – Finished Art
Lucielle Vardy – Executive Planning Director
James Salek – Account Director

Production – The Pool Collective
Simon Harsent – Director/Photographer
Zoe Izzard – Production Manager

Client – Essity Australasia
Sue Pham – Senior Brand Manager Tena
Mishael Raban – Marketing Manager Tena

Prostate Cancer Foundation Australia
Laura McKoy – Head of Marketing and Community Engagement
Anne Savage – Chief Executive Officer