TENA and AMV BBDO weave together beautiful portraits of what it’s really like to be a caregiver

The incontinence brand takes an intimate look at the joys and challenges of one of society’s most underappreciated roles

Published On
Apr 11, 2023
A middle aged man and his disabled daughter gazing at each other

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Caregiving for family members is one of the most overlooked roles in all of society; indeed, even caregivers themselves often have a hard time acknowledging themselves as such. Beyond that, there’s also the presumption that caregiving is largely drudery—which, to be sure, it often is. But the human closeness involved can be immensely rewarding, too, amid the toil.

All of this richness and complexity is captured wonderfully in a new campaign from AMV BBDO for TENA, the Essity-owned incontinence brand in the U.K.

Created with director Darius Marder (an Oscar nominee for co-writing 2019’s Sound of Metal, which he also directed), a 90-second film presents three real carer households. Becs, in her early 30s, cares for her elderly mother. Simone looks after her husband James, who has multiple sclerosis. And Andrew cares for his disabled daughter Phoebe, with the help of her sister Chloe.

The work is nuanced, heartwarming, difficult and transcendent all at once, exploring the range of circumstances and emotions—joy, pain and love—across its three very different stories.

The apt theme is #NoLoveLikeIt.


The creative approach emerged from research conducted with Ketchum. Over 70% of caregivers suffer from stress and exhaustion, as the responsibility of caring for someone can feel daunting, unfamiliar and scary. Dealing with incontinence can be particularly demanding and uncomfortable.

Meanwhile, even though around one in 10 people in the U.K. already look after a loved one (a number that will only rise as the population ages), only half of people who provide extended family care consider themselves a “carer.” As a result, they can feel isolated and unaware of the support that’s available.

The goal of the campaign, which includes a partnership with Carers UK, is to help caregivers feel prepared and supported, and to urge those around them to offer their support as well. The work is running in the U.K., Poland, Germany, France, Italy and Canada across TV, VOD, social, in-store and on the TENA website.

“We reached out to third-party carer networks to find real carers who were willing to participate in the campaign and share their stories with us,” said AMV BBDO creatives Ben Smith and Dan Kennard. “We worked closely with them to craft the films, delving deeper into their stories and capturing real moments of joy and the challenges that go with them.”

“I was moved to bring the unseen experiences of real carers to the screen in a sincere and artful way,” said Marder. “Carers are largely invisible and uncelebrated. Yet they are the vast majority. Hardly any of us escape this scenario. In casting light on them, we cast light on the fabric that binds us all as humans.”

“TENA has spoken with many carers and their relatives over the years, and it’s clear that incontinence care is often just one of the many challenges they face in their daily lives,” said Paul Dennis, TENA’s global brand communications manager. “We wanted to support them beyond just our products, and with our #NoLoveLikeIt campaign, our ambition is to recognize their varying experiences and contributions and help shine a light on something that will be a reality for many of us at some point.”


Apr 11, 2023
Client :
Client :
Agency :
Client :
Oscar Ayala
Client :
Paul Dennis
Client :
Emma Ottosson
Nicholas Hulley
Nadja Lossgott
Creative Director :
Jim Hilson
Creative Team :
Ben Smith
Creative Team :
Dan Kennard
Agency Planning Team :
Tom White
Agency Planning Team :
Jack Swain
Agency Account Team :
Anna Covell
Agency Account Team :
Harry Buggé
Agency Account Team :
Phoebe Selby
Agency Producer :
Yvonne Chalkley
Media Agency :
Production Company :
Director :
Darius Marder
Production Co. Producer :
Campbell Beaton
Production Co. Producer :
Nisha Mullea
Edit :
The Assembly Rooms
Edit :
Eve Ashwell
Post-Production Company :
Sound Studio :
750 Sound
Audio Post-Production :
Twenty Below Music
PR Agency :

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