Hygiene brand Tena asked for our help to drive awareness of bladder weakness and break taboos around the issue. It isn’t just older women that suffer, hence we needed to be younger and – dare we say it – a bit sexier.
We recruited ex-Strictly dancer Kristina Rhianoff to help. We discovered that Kristina had experienced bladder issues after giving birth, and had never discussed the issue publicly before.
Alongside Kristina, we worked with incontinence specialist MUTU, who were able to comment on the physical and medical side of things.
Using MUTU’s guidance, Kristina created a dance routine incorporating kegel exercises, stretching and moves to help the pelvic floor.
Kristina hosted a dance class for Tena at Pineapple Studios, where we welcomed a number of media and content creators to learn more about the issue, do the dance and meet Kristina.
With Strictly on TV at the time, Kristina held a lot of media appeal.
We placed and managed 6 interviews focused on health and her partnership with Tena, which landed in (among others) Closer, OK and Fabulous Mag. She also held an IG Live chat with MUTU’s founder, to discuss the issue in more detail.
We successfully brought the ‘age of interest’ down, and opened Tena up to a new, empowered audience.
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