Essity
Essity’s TENA Professional and TENA Family Carer champion those who care for others. I helped bring their story to life—balancing medical accuracy with empathy—and boosted visibility through SEO-optimised content and powerful sustainability narratives.
To all those who care for the elderly
As we grow older, many of us become dependent on help from others. TENA Professional and TENA Family Carer are two brands owned by Essity, dedicated to all those heroes who care for us when we can no longer care for ourselves.
The Challenges
These brands sit somewhere between B2B and B2C. Yes, it’s essential to be medically accurate, but we’re also dealing with care and interactions with people in sensitive situations. Striking the right balance is crucial.
Product presentations & SEO
I’ve helped Essity communicate products and address incontinence issues. Part of this work involved improving search rankings. We achieved outstanding results—within just a few weeks, several of my articles ranked first and second on Google.
Sustainability
Another part of the project was communicating TENA’s sustainability initiatives on the website. We developed a sustainability section to showcase how TENA meets the UN’s Sustainable Development Goals.