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A Dry January event in conversation with Shaun and Bez

Background

68% of men believe there is still stigma around talking about their health openly, with many conversations either happening behind closed doors or not at all.

For a category historically wrapped in embarrassment and awkward euphemism, we helped TENA Men prove that when men feel comfortable, understood and able to laugh, they will talk openly about their health.  

The insight

Men don’t open up in sterile spaces.
They open up in pubs, at gigs, with their mates or when humour lowers their guard.

If we wanted real, impactful conversation that held men’s interest and stimulated real debate, we had to create a space where they felt understood – not examined. 

  

The event

Dry January… in conversation with Shaun Ryder and Bez. Yes. Shaun and Bez – the Madchester icons from legendary band, Happy Mondays.

Just around the corner from the duo’s old Northern Quarter stomping ground and the legendary Dry Bar.   

And for one night only, we brought that ‘Madchester’ spirit back, but this time things were a little different – Shaun and Bez in conversation in… a Dry Bar. 

Because if you’re going to talk about men’s health openly, you need to do it somewhere that stands for straight-talking, irreverence and cultural credibility. 

The event

Hosted by radio presenters Rob and Wingman, and with medical expertise provided by TV’s Dr Hilary, the lively panel discussion took place in Manchester’s Northern Quarter, in front of a full house of guests, including national press and influencers. 

With TENA-themed mocktails (Dry January, but make it Manc), Happy Mondays anthems echoing off the walls and a packed house of national media, influencers and local legends at a one-night-only event. 

And then…raw, funny, unfiltered conversation about ageing, health, masculinity and change.  

And something remarkable happened.   

Men talked.  

They laughed. They shared stories. They asked questions they’d never asked out loud before.  

A regional event with two local legends gave them permission to speak. 

Influencer collaborations, event social content, and press coverage ensured the important conversation was spread nationwide.

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