Dig Helps Male Cancer Survivors Regain Their Confidence

TENA Men, leaders in male incontinence products, has launched a new washable, lea-absorbing underwear range via creative agency Dig.

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. The men share their stories of dealing with prostate cancer, their experience of facing incontinence, and the relief of having discreet, leak-absorbing underwear they can wear with confidence.

Says Peter Cerny, CCO at Dig, “Leveraging cues from the fashion world, we love how this campaign shows the confidence and strength of Ian, Ross & Steve through their willingness to be vulnerable. Crafted together beautifully to bring their powerful stories to light.”

Mishael Raban, marketing manager for TENA, commented “In partnership with PCFA, TENA is proud to champion men’s health and support those impacted by prostate cancer and incontinence. Through raising awareness and education we can break down the stigma of one of the biggest health taboos in today’s society. Whether it’s a small leak or a heavier flow, bladder leakage doesn’t have to stop you from living your best life.

Anne Savage, CEO of Prostate Cancer Foundation of Australia, said the underwear would transform men’s experience of continence issues. “Continence concerns are common among Australian men, 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 will welcome the arrival of a product that safeguards their self-esteem and their social strength. We commend TENA for delivering a product that puts the person at the centre of the product, to solve a medical challenge and significantly improve quality of life.”

The integrated campaign runs through PR, digital, social and in-store.