Companies Kimberly-Clark and its competitor TENA have decided to launch new incontinence ads to raise awareness for the condition.

The Kimberly-Clark ads that are being introduced this month, show men and women sharing their viewpoints on life. For instance, they're asked to address questions like: ‘Who are better drivers, men or women?’ The main aim of these ads is to show that men and women are different, and so have different needs when it comes to adult incontinence products.

Ads from the parent company of TENA, which makes Serenity products in the U.S., take a more educational approach. One advert promotes TENA's male guards with text that reads: ‘They made you wear a cup in junior high with a good reason . . . This triangular shape is now the basis for TENA incontinence protection just for men.’ The advert also states that ‘millions of men’ suffer from incontinence.

TENA has begun selling male and female lines of briefs, and is using the campaign to inform customers that its Serenity brand will now officially be known as TENA in the U.S.

Both campaigns are attempting to change the stigma behind adult incontinence, which affects around 25 million Americans.

Unlike current ads that are running, the new K-C and TENA ads speak openly of leakage and not of ‘having to run to the bathroom’ or having an ‘overactive bladder,’ said Rachel Levkowicz, health education manager at NAFC.

Allanda provides a full range of Tena incontinence products, please click here for more information.