VIEDO: Comedians front new TENA taboo campaign with Guardian Labs

The Last Taboo

Guardian Labs is working with TENA and three top British comedians on a new, long-running incontinence campaign The Last Taboo.

The new campaign will feature across the Guardian’s video, online and print advertising spaces throughout the year.

TENA taboo campaign

This partnership was driven by Zenith, forms part of TENA’s wider I Will Be Me campaign. It aims to create a healthier, more open conversation about what it’s like being a woman living with incontinence.

With a range of creative content managed by Zenith, The Last Taboo is centred around the idea of encouraging an open dialogue about incontinence.

A new video (also below), which launched on the Guardian today (14 April), features a trio of female comedians — Ava Vidal, Shazia Mirza and Jo Enright.

Ava, Shazia and Jo discuss incontinence head-on in a frank, no-nonsense approach; while also highlighting the impact and realities it can have on a person’s life.

The video is an honest and frank look at female incontinence; showcasing the details and anecdotes usually silenced by society’s taboos.

The Last Taboo

The launch of the video forms the main part of The Last Taboo’s first content pillar. This will also feature four diary entries from a group of female voices.

The diary entries will cover the whole spectrum of incontinence; from the psychological effects to the practical measures people can take.

The first articles, from Louise Court and Jane Simpson, ran in Guardian Weekend. The remaining diary entries scheduled to appear online and in print within the supplement over the coming months.

The first content pillar also includes two supporting online features on how to look after your pelvic floor and regaining bladder control.

The campaign will include further themed diary entries, as well as several immersive online articles.

A second video with comedians Ava Vidal, Shazia Mirza and Jo Enright will complete the The Last Taboo campaign later in the year.

The Guardian Labs content is part of TENA’s wider I Will Be Me campaign. This aims to create a healthier and more open conversation about the issue of incontinence and female self-image. It continues the journey of the #Ageless campaign, launched in March, which focused on ageing, intimacy and incontinence.

All coverage will be labelled in line with the Guardian’s content funding guidelines.

Brand first

“A complete first for the brand, we’re thrilled to be launching such a ground-breaking campaign in partnership with the Guardian to help us shift perceptions and challenge the misconceptions when it comes to talking about incontinence”, Lisa Myers, Marketing Manager, TENA, said.

“There is still a considerable taboo around the topic, and due to its credibility and straight-talking tone of voice, we believe the Guardian is the perfect platform to help us empower women to talk more openly and honestly about incontinence and female self-image.”

Imogen Fox, Executive editor, Guardian Labs, said: “Women in real life are incredibly frank with each other when it comes to incontinence, so we’re really proud that the Guardian Labs and TENA campaign reflects the way we actually talk to each other.

Ambitious plan

“Running throughout the year, this ambitious campaign spans the Guardian’s video, online and print advertising spaces, including creative video content and articles in the form of personal diary entries that feature a range of women’s voices.”

Ingrid Leddin, Business Director, Zenith, said: “The Guardian is a great fit for this bold and brave partnership. It’s a publication well-known for high-quality editorial, and is well-suited to tackling taboos with its trusted voice.

“The beauty of this partnership is we’re using a combination of press, video and online content with a range of different female voices in an authentic and relatable tone, giving a strong media mix over a consistent period of time. It will give TENA the gravitas needed to empower women and challenge the societal stigma around incontinence.”