TENA Ageing Report: market leader turns thought leader, changing narrative around ageing
3. Print & Publishing Kancils [3.3a Best use of digital publications: Single]
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Links:
https://www.tena.com.my/en/familycarer/incontinence-and-health/active-ageing
Product/Service:
Adult Diapers
Client:
VINDA MALAYSIA (TENA)
Brief:
BRAND CHALLENGE: A PRODUCT ASSOCIATED WITH SHAME Ageing continues to be seen as a process of decline, with frequent media portrayals of the weak, sedentary, feeble seniors with little will nor agency of their own.
The challenge surrounding incontinence exacerbates the problem, with the oft-held view that it heralds the end of a fulfilling life.
TENA®, Malaysia's leading adult diaper, wanted to normalise the reality amongst society at large that seniors lead rich, fulfilling lives, regardless of incontinence, effectively removing the stigma attached to ageing sufferers. Capitalising on their unique value in people's life stage, TENA® embarks on a bold mission to champion Active Ageing. The goal was to appeal not just to sufferers but to caregivers and families of sufferers, a wider audience. To achieve this, we needed to build the brand, and change the stereotypes.,
Solution:
The TENA® Ageing Report shatters stereotypes about what it means to grow older. It features expert advice, design and distribution optimized for all formats and audiences. But most importantly, the real life stories it shares remind us of the indomitable human spirit. The report showcases TENA®'s unwavering commitment to empowering the elderly: It provides a rich, lasting value to its readers.
1. Research and insight: TENA® conducted extensive research to gain insights into the challenges and opportunities of ageing, as well as attitudes and perceptions of the elderly as well as their caregivers. Research findings informed the content and messaging of the report.
2. Engaging and inspiring: Beyond key statistics that challenges perceptions surrounding ageing, the report provided an in-depth coverage of the TENA® Hero life's stories. The report was distributed to media and government, creating RM 2 million PR value.
