TENA launches the #NoLoveLikeIt campaign

The aim of the brand is to draw attention to the contributions and challenges that come with being a caregiver, and raise awareness of the important work they do

Tissue Online04/13/2023

1 minute read

Caregiver Andrew and his daughter Phoebe / Photo: Essity

The world’s population is aging – and growing faster. According to the United Nations, the population aged 65 and up is growing faster than all other age groups, which will have important implications for almost every part of society, especially labor, healthcare, and housing.

With this aging boom, more and more people are taking on the role of caregiver for a family member – sometimes in their 20s and 30s, as The New York Times recently reported. Currently, 1 in 5 people provide unpaid care to a loved one, and that number is expected to increase dramatically. However, almost half of society feels unprepared for this responsibility and fears that they will need to provide care in the future.

With that in mind, Essity launched, through the TENA brand, the #NoLoveLikeIt campaign. The aim is to provide resources and information to help caregivers feel more prepared and confident in their role, such as tips from other caregivers and advice on making time for yourself.

Thus, the brand intends to draw attention to the challenges of being a caregiver and raise awareness of the important work they do.

“Life does change when you’re told that you’ve got a disabled daughter. Initially it was quite a shock, but as time has gone on, it’s just made us a stronger unit as a family. I’m very proud of what we’ve got,” says Andrew, carer for his daughter Phoebe, to the TENA campaign.

With over 60 years of experience dedicated to supporting caregivers, TENA understands the realities these people face – and dealing with incontinence is just one of the challenges, as there are many other physically, mentally, and emotionally demanding situations. Therefore, it has developed a range of useful guides, information, and support tools to assist them, as well as products and services that make care easier and more manageable.

TENA’s #NoLoveLikeIt campaign explores the heartwarming stories of real caregivers and their families to recognize and highlight their unique experiences. Check out: