Lights by Tena launches issues-driven strategic campaign via Hello I’m Venus and Agent99 PR

Melbourne-based advertising agency, Hello I’m Venus and independent agency Agent99 Public Relations have been commissioned by SCA Hygiene Australasia, makers of household brand names such as Libra, Sorbent and Handee, to launch new product, lights by TENA, through a unique cause based campaign that’s set to communicate a clear and powerful message about “a modern day problem that modern day women don’t have”.

A first of its kind, the strategic campaign will offer the new product as a temporary solution to light bladder leakage (LBL), as it makes an honest attempt to address key issues and educate women on how they can alleviate or entirely resolve LBL in the long term.

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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 LBL affect the quality of their life by taking control in a holistic manner, whether they wish to talk about it or not.

Says Miles Mainwaring, strategic director of Hello I’m Venus: “By understanding the psychological barriers to admitting this little problem, we created an empathetic connection with our consumer based around discretion: She does not want to join the ‘sisterhood of suffering’, but is looking for solutions and ways to personally take charge. Importantly, we are offering hope where there was none.”

Says Bec Brideson, executive creative director of Hello I’m Venus: “For lights by TENA, this meant we had to look outside the category cues associated with incontinence products and develop a unique, discreet and stylish aesthetic more acceptable for women who may need this product.”

Hello I’m Venus designed a creative ad campaign set to run across radio, digital display and print magazines in conjunction with an integrated campaign rolled out by Agent99 Public Relations, that include; the release of comprehensive independent research; a sequence of instructional online exercise videos; and a series of educational press releases around the main causes of LBL, incorporating expert advice from a specialised physiotherapist, and an awareness drive by key female blogger ambassadors across traditional and online channels.

Says Therese Winterburn, head of marketing personal care at SCA Hygiene Australasia: “This is not an easy audience to get through to. We needed to tap lightly on our consumer’s door, gently beckoning her to come in and discover the world of light incontinence with a new product lights by TENA.

“Hello I’m Venus got the tonality, got the strategy and got the channels to help us get the audience, and we chose Agent99 PR based on the causal work they had done. Both agencies really understood the nature of what we are endeavouring to achieve and were totally aligned with our brand from the beginning, ensuring a seamless and dynamic campaign.”

Says Sharon Zeev Poole, director of Agent99 PR: “We’re thrilled to work with a brand that truly endeavors to understand their audience and give them more than just a product. The beauty of this campaign lies in the fact that the brand is committed to delivering a long-term solution in the best interest of the consumers themselves, which makes it a unique and altruistic approach in the FMCG space, and one we’re proud to represent.”

Agency: Hello I’m Venus

Account Coordinator: Michelle Simmonds