DITCH THE ITCH

THE BRIEF
To help women stop settling for irritating bladder protection by switching to the comfort of Tena.

THE IDEA
We exposed women’s everyday irritation by highlighting the unseen: the scratches, the awkward tugs, the constant shifting. Without shame or embarrassment, we brought a visceral film to life through candid visuals, real stories and a bold tone, giving voice to what women rarely talk about whilst showing a better way.

The campaign rolled out globally in September 2025 with a hero TVC and social films, OOH executions, and in-store touchpoints.