TENA

The last lonely menopause

Certificate of Excellence in the 2023 Jatobá PR Award

Challenge

Start a public conversation about menopause and urinary incontinence, one of more than 34 symptoms experienced by women going through this period. In this way, helping TENA, world-leader brand in urinary incontinence products, break the taboo on a subject that is little known or discussed.

Strategy

We recommended that TENA conduct the first qualitative research on menopause and urinary incontinence in Brazil, with support from Data8, a research institute specializing in the silver economy (50+), and No Pausa, a Latin American organization that promotes open, intergenerational dialogue about menopause.

We released the local survey data, along with data from a global quantitative survey conducted by the brand, at a brunch for journalists and opinion leaders.

The brunch featured a roundtable discussion on the topic with the survey's creators, gynecologist Joele Lerípio and digital influencer specializing in menopause Patrícia Parenza, resulting in a large number of articles and social media posts.