Client: TENA
In 2025 we cheered on more women’s sport than ever, from the Red Roses to the Lionesses. Problem was, TENA’s research showed more women than ever (1 in 3) were also quitting sport due to bladder leaks. What’s more, of those women who had quit, 50% were desperate to return. So, our mission was to stop bladder leaks stopping play. #EverySqueezeCounts aimed to keep more women in sport by: putting the problem on the map and delivering actionable support. From grassroots to governing bodies. Awareness: As incontinence experts, TENA could be part of the conversation but not the whole story. So, we engaged multiple stakeholders from Sport England to Sale Sharks Women’s Rugby and PTs across the country, to get women talking about pelvic health in sport. On pitches and courts, in gyms and pools, forums and groups. Action: TENA also knew that talk is only half the challenge. So, we also championed Kegel pelvic floor exercises, empowering individuals and trainers with guides and resources. Positioned as the ‘missing rep’ that all women could easily add to their fitness regime. #EverySqueezeCounts was playful but meaningful, cutting through the social noise and connecting with women of all ages, especially over 40’s. With 12.82M total reach, 88.37% average reach rate and +15% increase in TENA consumers. It also built momentum, with more sport bodies reaching out to be part of future activity. Together TENA and Tangerine will continue to keep women playing on, playing strong and elevating the sports they love.
