Urinary incontinence (UI) is more common in South Africa than HIV/Aids – it affects about 5.2 million women and 2.4 million men. That’s equivalent to one in four women and one in eight men, according to TENA, the number one bladder weakness and incontinence expert in South Africa and globally.
To communicate with those experiencing incontinence or those caring for someone who does, TENA has enlisted the services of Primedia Unlimited’s in-pharmacy digital advertising business XP Digital™.
“Our main purpose of the campaign is to educate the consumer on bladder weakness and incontinence and let them know that there are purpose-made products out there that can help them to lead a normal life despite experiencing light or heavy bladder leakages,” says Jana Joeaas, Commercial Manager for TENA.
XP Digital™’s MD JD Henderson adds: “A 30 second audio-free advert with a built-in 10 second billboard was displayed on our high definition digital screens at selected Dis-Chem and Clicks pharmacies across the country. The screens are optimally located at the dispensaries within these venues, allowing ample time for consumers to firstly digest the message and secondly, to purchase any suitable TENA product before they head for the tills.”
“A ticker tape with the latest in-store special offers within Clicks and Dis-Chem is being added to the existing billboard on our screens as and when required, which we can do quickly and seamlessly on this digital format,” says Henderson.
The six month campaign will run through to September this year, covering World Continence Month in June and World Continence Week from Monday 22nd June – Sunday 28th June. World Continence Month is commemorated annually with the awareness week being observed from the last Monday to Sunday in June.
“Marketing in the pharmacy space meant that consumers could see our ad on the screens and then visit the shelves to browse and buy from our product range straight away,” says Joeaas. “Consumers can also visit our website www.TENA.co.za to request a free sample so that they can try out a product before they purchase.”
“The campaign and advertising material were created specifically for this platform with key messages that the consumer could easily read off the screens in the time the ad is displayed,” says Joeaas. “This is the first time that the brand has done this type of campaign and we believe it is the right setting to get our message to the consumers while they are in the store and can browse and purchase from our product range.”