To re-launch TENA’s Lights Sensitive liners, we worked with AMV to create one cohesive, 360° campaign that empowered middle-aged women to dismantle the silence around their menopause experiences and embrace a truly supportive community of body positivity. We knew that 1 in 3 women go through menopause feeling alone and ashamed of their changing bodies, so our platform provided relief through incontinence care and changed the conversation with an emotional, relatable hook. The global campaign was executed via an award-winning TVC advert, social comms, pharma retail activations, print and digital marketing.