Tena Lady has launched a new marketing campaign which tackles the notion that bladder weakness can prevent women from living life to the full.

Supported by a £3m media investment, the campaign ‘Never Be Afraid to Laugh,’ focuses on laughing as one of life’s great pleasures.

Driving value in-store, ‘Never Be Afraid to Laugh,’ is supported by an on-pack promotion offer Tena Lady pads shoppers the chance to win an iPad Air 2 with a designer case every day, and TV advert.

Consumers can go to, www.tenaladywin.co.uk, where they will need to enter a unique reference code to be eligible for a daily prize draw, open now and running until July 31 2015.

Rachael Sumner, Tena Lady brand manager, said: “What better way to continue to normalise bladder weakness than to offer consumers the opportunity to win an incredible prize each time they purchase products from the TENA Lady range? With the added security and confidence that comes with using Tena Lady, women should never be afraid to live, laugh, love.”