May 2010
Over The Wire Tissue Edition
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SCA Launches Bladder Control Advocacy Campaign for Women over 40

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Launching its "Be TENAcious" campaign this month with six-time Olympian Anne Abernathy and HealthyWomen, SCA North America, Philadelphia, Pa., USA, said that "more than one in forty women over 40 face bladder control issues and many are suffering in silence and not seeking out solutions that can enable them to lead the lives they desire." The company's latest advocacy campaign is designed to open a dialog, inform, and inspire women to overcome the challenges of bladder control issues with a simple message: "Be TENAacious."

Tenacious, the company notes, is defined by Merriam-Webster as "persistent in maintaining, adhering to, or seeking something valued or desired," and embodies the mission of the "Be TENAcious" campaign. Starting last month, TENA began to highlight real, tenacious women who are confronting the condition head-on to help millions of women with bladder control issues break their silence. Leading the charge is Abernathy, six-time Olympic luger who has made a career of breaking barriers, and will now add bladder control issues to her list. During the campaign she is sharing her inspiring story about her experience with bladder control issues. The campaign also features educational content developed by HealthyWomen, a U.S.-based, independent health information source for women.

The campaign features a number of online and offline programs, including the creation of two web portals, (in the U.S.) and (in Canada), housing new web content powered by HealthyWomen and TENA's websites featuring information and education on bladder control issues and inspirational insights from Abernathy.

Abernathy is no stranger to facing challenges, SCA says. She holds the Guinness World Record for the oldest woman ever to compete in the Winter Olympics and is the first woman over 50 to participate in the Winter Games, single-handedly changing the perception of age in her sport (leading to her nickname "Grandma Luge"). Her 18-year Olympic career started after the age of 30, when most athletes typically retire, and continued through life-threatening injuries, cancer, and sixteen knee surgeries. She is now featured in the book, "Women of True Grit," written by Eddie Hand and Tina Savas. Abernathy is serving as the first spokeswoman for the Be TENAcious campaign, sharing her unique views and experiences on overcoming personal and professional challenges, including bladder control issues.



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