Written submission

Tena Men - New Washable Underwear campaign: ‘Wear it with Confidence.' 

Background

Male incontinence caused by prostate cancer is a big issue in Australia. 

Continence concerns are common among Australian men with 1.3 million men impacted, and especially among men who have been treated for prostate cancer. 

With more than 240,000 Australian men alive today after a diagnosis of prostate cancer, we know many Australian men face continence issues daily. 

Often men find this the biggest challenge in the recovery process. Some men feel a sense of shame and loss of self-esteem. 

Many men think that they must manage their continence by themselves and feel frustrated and alone in trying to deal with the problem. 

Men are also often anxious about others knowing about their condition and may avoid social activities in case they are ‘found out'. 

With the support of Tena, they can continue to live life to the fullest. 

The product

TENA Men’s new washable leak-absorbing boxers are designed to be stylish and reduce waste with invisible protection for light incontinence. They’re made with soft cotton for maximum comfort and are indistinguishable from the rest of your underwear. They can be machine washed with clothes at 40 degrees, guaranteed for 100 washes. Wear. Wash. Reuse. 

The Campaign 

In partnership with the Prostate Cancer Foundation of Australia (PCFA), the campaign features Ian, Ross, and Steve, 3 survivors of prostate cancer wearing the new underwear, beautifully photographed and filmed by Simon Harsent. 

Leveraging cues from the fashion world the campaign shows their confidence, and strength through their willingness to be vulnerable. Crafted together beautifully to bring their powerful stories to light. 

The men share their stories on dealing with prostate cancer, their experience of facing incontinence, and the relief of having discreet, leak-absorbing underwear they can wear with confidence for small bladder leaks allowing men to live their best life. 

Results

The campaign has only recently launched so we don’t have results yet. What we do know is that this campaign has been positively received in the media due to its sensitive handling of a subject that has previously been tiptoed around.