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BBDO Malaysia film tackles social taboo of incontinence

The sensitive issue of incontinent parents is the focus of a new film for Tena Pants by BBDO Malaysia.

Incontinence is said to affect more than 1.5 million Malaysians every year, but remains somewhat of a taboo subject in society.

The video, titled ‘Wear it to Feel It’, shows parents and their children discussing what it means to live with the condition and how to mitigate against it in order to keep on living an active and fulfilling life.

“The social experiment sees children and their parents both wearing Tena pants for the first time to not only prove its functionality, but more importantly for the children to understand what their parents are going through,” said an agency spokesperson.

“The film strives to highlight the emotional and physical challenges people go through when they have incontinence.

“It also wants to equip caregivers with a conversation starter and a piece of shareable content so that the process of managing incontinence can begin.”

Tena marketing manager Debby Ho admitted that the topic was not something people normally talked about. “We wanted to reach out to our consumers and show them how our brand understands them and offers a solution,” she said.

Harith McPherson takes on the social taboo

On the film itself, BBDO Malaysia general manager Farrah Harith McPherson claimed that the work “straddles the emotional and the practical, so that viewers feel understood and empowered”.

The BBDO team that worked on the film includes Lim Wee Ling Niamh Spurr, Lila Talitha, Rafiq Ridzwan, Syaza Abdul Rahman, Abdul Hadi, Kenny Ng, Hugo Pacheco and Lucas Yap.

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