New campaign from TENA Women takes action to keep 4.2 million women in sport

Research revealed that seven in ten women give up the gym, running, and other sports before the age of 40 due to bladder leaks. In response, TENA issued an open letter to CEOs of gyms and sporting bodies across the UK, urging them to implement practical changes that support women experiencing bladder leaks.

The letter calls for gyms such as PureGym, Virgin Active and JD Gyms to prioritise pelvic floor health and support women suffering bladder leaks with simple yet effective changes. The brand has created a downloadable PT pack for gyms and personal trainers and worked with fitness experts to demonstrate how to effectively do Kegel exercises.

The integrated campaign combines PR, social media, and bespoke OOH, bespoke, including two hand painted murals have appeared in Manchester’s Northern Quarter and Westfield in London, designed to spark conversations about pelvic floor health.

The brand has also enlisted support from creators, including fitness expert Shakira Akabusi, Influencer Emily Clarkson and powerlifter Emily Westray who has been vocal about how powerlifting can impact the bladder in her sport.

Jennifer Grayson, Brand Manager at TENA Women, said: “Women’s sport has never been stronger, with the Lionesses inspiring millions, but bladder leaks are quietly forcing thousands out of the game.

“This is an entirely avoidable barrier. Simple steps like adding Kegels to warm-ups, stocking products in bathrooms and training PTs on pelvic health could transform the way women experience fitness. We want gyms to step up and help women feel confident, supported and unstoppable.”

Heather Kenny, Business Director, added, “At Tangerine, we pride ourselves on creating inclusive campaigns with purpose that tackle taboo subjects and drive real impact – this project with TENA has allowed us to do just that.

Our mission is to remove the stigma around pelvic health, ensuring it’s seen as a crucial part of both warm-ups and conversations in empowering women to stay active, both in the community and by gyms and sporting bodies across the UK.”