While 44% of women under 35 believe that incontinence will affect their sex life, only 10% of women over the age of 50 say it has, according to new research from TENA. But within this same older demographic, 42% feel they are mis/under-represented in the media.

‘#Ageless’ is a new film that comes as part of the brand’s ‘I Will Be Me’ campaign which sets out to challenge perceptions about ageing and incontinence. ‘#Ageless’ wants to encourage more open and empowering conversations about female self-image by posing the question, ‘Our bodies change. But why should we?’

The film, which was directed by director of multi award-winning film ‘The Favourite’ Yorgos Lanthimos, moves away from focusing on product and instead brings the real life stories to the fore. It builds the story around the women themselves and the experiences and relationships they have with their bodies. It is the first UK advert to feature women over 50 talking about sex.

The women who feature in the ad played a key part in writing the script and designing the set, so that both aligned with their real world experiences. The set even featured props from their own homes.

Zenith orchestrated the above-the-line media campaign that will see partnerships with both Channel 4 and The Guardian challenge perceptions around female incontinence. The Guardian will bring together several influential voices to break down the taboo with a relatable, honest weekly diary entry designed to resonate with women of all ages, while Channel 4 will run cinematic, documentary-style ads across VOD and TV.

TENA’s latest campaign sets out to reframe the idea of pleasure, dismantling misconceptions about women and ageing in the process. It is an honest portrayal of a demographic’s experience that has rarely before been accurately showcased in the media or advertising. It’s an important lesson in uncovering the insights before creating the campaign; how they provide a clear backbone to the story and allow these women’s reality to shine through.