PHILADELPHIA: Personal care product company SCA has launched an advocacy campaign for its bladder control brand Tena with Anne Abernathy, a six-time Olympian who competed in the luge, as the primary spokeswoman.
The company will use Abernathy to help break the stigma around female incontinence through media relations, and grassroots events, as well as online and social media channels, said Kerry Butler, PR manager for Tena at SCA.
“This issue has had a fairly large stigma around it for years, and yet it is very common: One in four women over the age of 40 has bladder control issues,” Butler told PRWeek. “Our goal through all our public relations efforts is to break that stigma. We also want to get the Tena brand out there, as it is a relatively new brand.”
Called “Be Tenacious”, the campaign also includes a partnership with HealthyWomen.org, an independent source of health information for women. SCA launched a website for the US and Canadian market, which features content created by HealthyWomen targeted largely at women over 40.
Also featured prominently on the site is Abernathy, the first woman over age 50 to participate in the Winter Games. “She really represents our brand in a major way,” said Butler. “She broke the stigma around age of an Olympian, and her sheer inspiration and tenacity was exactly what we're looking for in terms of someone speaking on behalf of this condition.”
Abernathy also participated in a SMT on April 20 with Elizabeth Battaglino Cahill, executive director of HealthyWomen. Twenty-five media outlets interviewed the women.
“One of our objectives in supporting this campaign is to get a dialogue started about this condition, and we think the media will play a really important role in doing that,” said Cheryl Pellegrino, SVP at Zeno Group, Tena's AOR. “We have cast a very wide swath of media, and will be targeting everything from women's magazines to health websites and broadcast outlets.”
Pellegrino added that Zeno Group is currently developing a social media strategy for the campaign, as well.
Be Tenacious is a multi-year effort, and Butler added that more personalities will eventually be added as advocates of the campaign.