Men’s sanitary brand TENA Men is looking to tackle the stigma around male incontinence with a hard-hitting new campaign that taps into the familiar concept of ‘Dry January’.
Developed in partnership with brand activation agency Zeal, the campaign was kicked off by an interactive experience at the sold-out Big Game 16 at Twickenham on 28th December 2024.
The Premiership Rugby Match between Harlequins and Leicester drew 80,000 fans who were invited to attend the ‘Dry Inn Clubhouse’, a traditional bar serving non-alcoholic drinks.
The traditionally matcho rugby setting was chosen specifically to help break down taboos around the issue, with former England rugby player Lewis Moody, who has personal experience with bladder weakness, meeting fans and sharing his story.
“Bladder weakness affects many men over 40, yet social stigma often prevents them from seeking help. Working with ZEAL, we combined expert advice with fun, interactive elements to open up conversations, empower men to take control and break the stigma around bladder health,” TENA Men brand manager Mark Geddes said.
“The positive response at Big Game 16 has been fantastic, and we look forward to continuing this important dialogue with our in-store activity throughout January.”
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Fans were also encouraged to to visit private ‘changing [opinion] rooms’ for one-on-one consultations with Dr Patel from Embarrassing Bodies, offering men a comfortable space to discuss health concerns.
Supported by PR activity from Tangerine PR, the brand’s campaign will run across out-of-home, social media and in-store – with further content pushed via influencers and Harlequins and TENA Men’s own channels.
Zeal founder and joint CEO, Stewart Hilton added: “TENA Men is committed to supporting men by encouraging them to take back control and tackle their health issues head-on — something that can be truly liberating.
“With “The Dry Inn Clubhouse,” we set out to create a bold, disruptive experience that would break down barriers and spark open conversations about men’s health. By combining expert-led support with fun, interactive elements and an ongoing in-store experience, we’re confident this activation will help empower more men to take control with TENA Men as they head into 2025.”
