Seeing Is Believing

Women's Health

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Targeting Women in Unique and Effective Ways

Environmental
Environmental
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BACKGROUND

Female urinary incontinence (FUI ) is a familiar term to the majority of women in the United States. Studies show that one in five women across the country currently have FUI. What many women don’t know, however, is that it is actually very treatable. As many as 80 percent of those women affected by FUI can be cured or improved at any age. But with heightened discomfort and embarrassment surrounding the treatment of the problem, many women choose to revise their day-to-day activities to avoid issues instead of seeking treatment. These “revisions” to life are by no means insignificant, as many women report refraining from laughing, playing with their kids and being social with their peers.

CHALLENGE

UPLIFTING INSIGHT

Women remember their “life before leakage” and are anxious to return to it.

SOLUTION

Rather than offer additional solutions to “make life comfortable” with FUI, such as pads and medication, Northlich made the decision to appeal to the hidden resentment of FUI by women and to remind them of life before incontinence. Northlich developed creative that focused on important life situations that women had been avoiding, such as laughing at a joke and exercising.

Media was heavily targeted to places where women were most likely to experience FUI problems. Signage was placed in bathroom stalls and over sinks in area shopping malls. Advertising was also done in popular salons and spas. All messaging focused on the importance of life situations that women had been missing because of incontinence.

RESULTS