Hygiene specialist SCA is breaking taboos about the bladder weakness category with a new digital campaign.

Aimed at 30-45 year old women and new mums and running until the end of December, Lights by Tena’s ‘Oooops moments’ will challenge the taboos surrounding bladder weakness.

Lights by Tena brand manager Anna McCrory said: “67% of women with bladder weakness are using sanitary protection products - which aren’t designed for urine - for little leaks.”

The campaign aims to normalise the subject of bladder weakness among consumers whilst driving trial.

This activity follows the recent launch of the Lights by Tena Ultra Towel, which bridges the gap between the Lights by Tena Long Liner and the smallest product in the Tena Lady range.

The product aims to offer shoppers greater absorbency than regular Lights by Tena liners without needing to compromise on discretion.

Lights by Tena Ultra Towel comes individually wrapped in packs of 16 and has an rrp of £1.99.