The company behind household hygiene brands like Libra, Sorbent and Handee, SCA Hygeine Australasia, is set to unveil a launch campaign for its new Lights by Tena product.
The campaign will be launched by Agent99 Public Relations and Hello I’m Venus and will offer the new product as a temporary solution to light bladder leakage, making “an honest attempt to address key issues and educate women on how they can alleviate or entirely resolve light bladder leakage in the long term”.
Dissimilar to other campaigns around ‘bladder weakness, the campaign will not push for women to speak candidly about their problem.
Instead, based on research showing that women don’t want to talk about the issue, the campaign will urge them to refuse to let the issue affect the quality of their life by taking control in a holistic manner, whether they wish to talk about it or not.
Credits: client SCA Hygeine, creative agency Hello I’m Venus, ECD Bec Brideson, PR Agent99, creative team Pamiela Kaplan, Bec Brideson Designer, photography Bronwyn Kidd