TENA, Essity’s incontinence care brand, has been named a Proud Partner of the Philadelphia 76ers, marking a new step in its efforts to raise awareness of men’s health and challenge the stigma surrounding bladder leakage.
As the presenting partner of the “Blocking the Stigma” campaign, TENA will engage with fans through an integrated initiative combining in-arena visibility, digital engagement, social media activations and community support.
The partnership aims to encourage conversations about men’s health and promote well-being among the NBA team’s fan community. Throughout the season, TENA will donate up to $25,000 worth of incontinence products to a local community organization, based on the number of blocks made by the 76ers.
USING SPORTS TO BREAK DOWN STIGMA
According to Hazel Villarreal, Marketing Director for TENA North America, the partnership offers an opportunity to reach men who may experience bladder leakage but have not yet sought solutions or discussed the condition openly: “We’re excited to partner with the Philadelphia 76ers in this new chapter. This partnership gives us a powerful platform to raise awareness and show men that bladder leaks don’t have to hold them back. Our hope is to help men experiencing bladder leakage to seek solutions, regain their confidence, and stay engaged in the passions and moments that matter most to them. This partnership provides an opportunity to reach men who may be experiencing bladder leakage but have not yet sought solutions or openly discussed the condition. By tapping into the energy of professional basketball, TENA can reach men where they already feel at home, engaged, confident, and comfortable.”
Villarreal adds: “This marks an important milestone in TENA’s efforts to raise awareness, spark meaningful conversations, and break down stigma around men’s health, continuing to normalize the conversation about bladder health while giving men greater awareness of the products available to help them feel comfortable and confident in their day-to-day lives.”
Thiago Icassati, Vice President of Personal Care for Essity North America, also highlighted the role of sports in the company’s strategy to promote confidence and participation at every stage of life: “Sports are central to our TENA strategy because they celebrate confidence, performance and participation at every stage of life. By partnering in spaces where people are already focused on staying active and pursuing their goals, we can help normalize conversations about bladder weakness and empower more people to live life without limits” Icassati adds: “1 in 4 men over 40* will experience drips and dribbles in their lifetime. We want them to know we have a solution, our goal is to help them manage the condition with confidence, dignity, and peace of mind.”
