Tena is highlighting the unseen struggle of the 5.7 million people in the UK who care for loved ones with a touching new campaign and film.
Created in partnership with AMV BBDO, #NoLoveLikeIt brings to light the heartbreaking realities around caregiving by telling the real stories of three caregivers and the loved ones they look after.
In collaboration with non-profit Carers UK and Ketchum, research conducted by the incontinence brand found that only 50% of people who provide extended family with care consider themselves ‘carers’, with this lack of acknowledgement often impacting their ability to seek the appropriate help and support.
With an ever-ageing global population, many of us will become carers in our lifetimes – and for many, dealing with incontinence can be one of the most challenging issues, adding to the stress and exhaustion suffered by over 70% of carers in some markets according to Tena’s research.
Tena’s campaign looks to address these realities by increasing public awareness around the topic and breaking down taboos, with almost half (47%) of those surveyed admitting that they worry about caring for loved ones in the future.
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“Tena has spoken with many carers and their relatives over the years and its clear that incontinence care is often just one of the many challenges they face in their daily lives,” Tena global brand communications manager, Paul Dennis said.
“We wanted to support them beyond just our products and with our #NoLoveLikeIt campaign our ambition is to recognise their varying experiences and contributions and help to shine a light on something that will be a reality for many of us at some point.”
Set to run throughout the UK, Poland, Germany, France, Italy, and Canada, the film will be supported by executions across TV, video-on-demand, social media, in-store and on the Tena website.
AMV BBDO creatives, Ben Smith and Dan Kennard added: “We reached out to third party carer networks to find real carers who were willing to participate in the campaign and share their stories with us. We worked closely with them to craft the films, delving deeper into their stories and capturing real moments of joy and the challenges that go with them.”
