TENA, the world’s leading incontinence brand, have been supporting family carers for over 60 years.

Their products, knowledge and services empower men, women, carers and healthcare professionals to deal with issues regarding continence (urine leakage) – improving the quality of people’s lives and giving them back their dignity.

If incontinence were a country, it would be the 3rd most populous in the world – it’s a situation which impacts the lives of many, and a topic many parts of society are only recently learning to confront, thanks to the work TENA is doing to break down taboos and shift the dial on perceptions around the topic.

Our brief was to speak to current and future carers across the globe, to support them in their duties and make TENA a trusted, go-to brand for them - further cementing the TENA brand as an ally to carers (and future carers) worldwide.

Our #NoLoveLikeIt campaign goes behind closed doors to reveal the unseen and unvarnished reality of care giving.

We wanted to push against category norms and exclusively focus on carers, rather than the cared for. Showing that anyone, of any age, can fall into a care giving role. Our aim was also to portray the true, complex mix of emotions that comes with it – from intense love and connection, to frustration, moments of levity and even carers losing a sense of their own identity.

The idea was to shun a traditional advertising approach and instead cast real carers and their relatives, following them in an unscripted, documentary style to be as true to life as possible.

Our hero films prompt society to support carers, and shines a light on a carer audience who often don’t identify as such – helping to prepare those facing into the responsibility, and supporting existing

In our research, carers remarked how the responsibility of caring for someone can feel daunting, unfamiliar, and scary. And this can be even more challenging when the person you care for is incontinent (it can often be a more demanding and uncomfortable aspect of caring routines). This adds to the emotional strain caregivers feel on top of what is a physically and mentally demanding role.

We learned that over 70% of carers in key TENA markets suffer from stress and exhaustion, showing just how challenging the reality can be.

Our strategic mission was to give Family Carers the recognition, support and services they need so they can do the best job for their loved ones – and to acknowledge the emotional uniqueness of the challenge.

In doing so, we will support carers, and better prepare society for their caregiving responsibilities - ultimately delivering TENA’s promise of Better Care for Everyone.

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, delving deeper into their stories and capturing real care moments and the challenges that go with them.

We adopted a bespoke, nimble production approach for each household, to work around their caregiving routines and worked with a production team who had caregiving experience. Longform interviews were carried out during our shoot days, so we could hear the layered emotions behind each carer story for use across the campaign.

#NoLoveLikeIt is a cross channel campaign (TV, VOD, Social, PR, in-store, TENA website) with paid media scheduled in the UK, Poland, Germany, France, Italy, and Canada.

The UK launch featured celebrity endorsers sharing their own caregiving experiences, and a partnership with Carers UK, supporting their mission to help galvanise social change

8.2m+ people reached so far

UK campaign made national TV, prompting conversations about caregiving & the emotions involved. + A full page spread sharing our carers’ story in the national press.

Approx. 15% increase in membership of TENA’s care for others support group on Facebook.

Click thru rate in digital was 3x the norm in Poland. View thru rates also higher than the norm.

We’re now partnering with Carers UK to help support their mission, in parallel to when the Carers Leave Bill is being passed through Parliament

Three of our favourite reactions so far:

“It’s so good to feel acknowledged” (Caregiver, Mexico)

“This only makes me think well of TENA, I can relate, it resonates, it’s something I experience on a daily basis and TENA is here to support me in my daily . (Caregiver, France)

“It’s reality and you can really understand how the care-givers feel” (Caregiver, France)