Tena chooses Manifesto to launch its new campaign
Dec 26, 2023 3:23:45 GMT -8
Post by account_disabled on Dec 26, 2023 3:23:45 GMT -8
Tena Discreet's new campaign is developed from the need to seek new points of view and approaches that help connect with its consumers. Tena seeks to break the taboos that exist about urinary incontinence but also about other issues such as access to the world of work for mature women. The collaboration of Tena and the Women Foundation was born with the sharing of synergies that work towards social change . The state foundation focused on women works to improve the quality of life and full rights of women, aspects that are fully aligned with Tena. Additionally, through the Dana + Program that helps women over 40 find employment.
From this context, a campaign has been developed that is based on this collaboration with the aim of raising awareness and helping women over 40 years of age to find a job. To achieve this objective , Tena will make a Phone Number List donation to the Foundation for each purchase of a Tena Discreet product . These donations have a direct impact on the training and advice of 3,000 women who are unemployed. The collaboration between Tena and the Women Foundation began in the production of a video piece. Manifesto carried out a casting of real women together with the Foundation so that they would be the protagonists . The spot is the piece from which a digital campaign is articulated that can be viewed on the AtresMedia and Mediaset channels, as well as some of the main platforms such as YouTube, Facebook or Instagram.
In the words of Elisabet Franch, Senior Brand Manager of Tena : “ We are very satisfied with the result obtained with the video in which the women of Fundación Mujeres were the protagonists , providing a fresh and close image, while empowering women. “around a situation that affects them above all, according to data from the CIS.” According to Noelia Fernández, Creative Director of the campaign: “Working alongside a brand as iconic as Tena and putting on the table a theme that rarely has such a powerful speaker has been an opportunity to raise awareness, but also to change things about TRUE. We rarely see real mature women in advertising and the 7 protagonists , with no previous experience in front of the cameras, are a lesson in strength and courage for everyone.”
From this context, a campaign has been developed that is based on this collaboration with the aim of raising awareness and helping women over 40 years of age to find a job. To achieve this objective , Tena will make a Phone Number List donation to the Foundation for each purchase of a Tena Discreet product . These donations have a direct impact on the training and advice of 3,000 women who are unemployed. The collaboration between Tena and the Women Foundation began in the production of a video piece. Manifesto carried out a casting of real women together with the Foundation so that they would be the protagonists . The spot is the piece from which a digital campaign is articulated that can be viewed on the AtresMedia and Mediaset channels, as well as some of the main platforms such as YouTube, Facebook or Instagram.
In the words of Elisabet Franch, Senior Brand Manager of Tena : “ We are very satisfied with the result obtained with the video in which the women of Fundación Mujeres were the protagonists , providing a fresh and close image, while empowering women. “around a situation that affects them above all, according to data from the CIS.” According to Noelia Fernández, Creative Director of the campaign: “Working alongside a brand as iconic as Tena and putting on the table a theme that rarely has such a powerful speaker has been an opportunity to raise awareness, but also to change things about TRUE. We rarely see real mature women in advertising and the 7 protagonists , with no previous experience in front of the cameras, are a lesson in strength and courage for everyone.”