Tena challenges bladder weakness taboos with comms effort

PHILADELPHIA: Tena, a bladder products and services brand from the Stockholm-headquartered SCA, has ramped up its PR efforts in an ongoing US educational campaign that aims to diminish the stigma associated with bladder control issues.

PHILADELPHIA: Tena, a bladder products and services brand from the Stockholm-headquartered SCA, has ramped up its PR efforts in an ongoing US educational campaign that aims to diminish the stigma associated with bladder control issues. The company plans to address the issue by highlighting the stigma via a national survey and new Twitter platform.

“We really want to make people feel more comfortable talking about conditions and understand they're not alone,” said Philadelphia-based Ankie Cedergren-Borg, director of brand communications for Tena at SCA North America. “The education approach is helping to break the taboo of bladder control issues.”

The internal team worked with AOR Zeno Group to conduct a national Harris Interactive-commissioned "Bladder Talk" survey which examined women's attitudes toward bladder weakness. The team will release results in late September, and is currently promoting a teaser statistic: More than 40 percent of women who experience bladder weakness have never discussed the problem with anyone.

“This is the problem we're bringing a solution to with a lot of communications,” said Kerry Butler, PR manager for Tena at SCA.

The team will host an editor event in late September to release the results. The event will also host a panel with Tena spokesperson Lauri Romanzi who is an urogynecologist and pelvic health spa owner; and Diane Newman, co-director of Penn Center for Continence and Pelvic Health at the University of Pennsylvania's medical center. They will appear on the panel alongside women sharing personal stories about how bladder weakness has affected their lives.

The team will work with new partner UsToo, a prostate cancer education and support nonprofit, to better engage men, who, Cedergren-Borg explains, are even less inclined to talk about bladder weakness than women. The groups will work together during September's Prostate Cancer Awareness Month, too. In addition, it previously teamed with Men's Health Network to launch its LockerTalk.com microsite. Along with its newly launched Lockertweet Twitter page, the sites will reveal more data about men's attitudes toward prostate cancer and prostate's link to bladder issues.

“We're trying to broaden the site and drive more traffic,” said Butler. “We'll be Tweeting on a daily basis.”

Media relations will also support an advertising campaign, themed “The evolution of bladder protection,” to run through 2010.

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