TENA is an internationally recognized leader in the development of hygiene products and services for men and women suffering from bladder weakness and incontinence. Working closely with medical practitioners, healthcare services, and carers across the world, TENA is dedicated to helping people cope with and manage their condition, promoting best practice among the caring professions, and helping those experiencing incontinence to live full and happy lives. One of their primary missions is to broaden public understanding of what is a surprisingly common problem.

‘Lights by Tena’ is a new range of products aimed specifically at a younger, female market, offering discreet protection and increased absorbency over regular sanitary towels. Proctor & Gamble, the consumer goods company with a portfolio of respected household brands, engaged UICentric as part of a multi-agency collaborative initiative, to plan and execute a fully integrated product re-launch campaign for ‘Lights by Tena’ across television, print and digital media.

The key goal of this project was to produce a sensitive campaign, normalising the topic of Light Bladder Leakage, while promoting an open dialogue between women and the brand, positioning TENA as an understanding authority on the condition. Our aim was to reassure women that this common condition is manageable through a variety of methods, including the use of the ‘Lights by Tena’ product range.

Our role was to produce a welcoming digital destination that promoted the newly re-branded product range while offering a wealth of supporting content, including education and information concerning Light Bladder Leakage. Through an intuitive and friendly survey mechanic, users could determine the best ‘Lights by Tena’ product to suit their health and lifestyle needs, and could even order a sample directly from the site. Opening up the conversation to de-stigmatise the topic, women could access a forum to discuss their experiences, with controlled anonymity. UI Centric lead the user experience, design, and development process from concept to creation, providing HTML frontend development, information architecture, graphic design, and CMS integration.