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Life’s little dramas form the centrepiece for #noonetoldme, a new campaign from lights by TENA which sets out to lift taboos and normalise everyday occurrences such as light bladder weakness which is experienced by one in three women in the UK*.

#noonetoldme invites women to share their dilemmas, dramas and unexpected mishaps, most of which are actually more common than many of us think.

Activity is supported by a competition on the purpose built campaign hub, digital advertising, direct marketing and influencer outreach. Media planning is by Zenith Optimedia and PR by Myriad PR.