To break the stigma of bladder leakage.
Kimberly-Clark’s Poise has launched a first-of-its-kind campaign that looks to break the stigma around the taboo topic of bladder leakage, a condition one in three Australian women suffer from yet few talk about.
The fully-integrated Poise Pledge campaign includes the launch of an industry-first Pelvic Floor Support Hub, featuring evidence-based educational resources and a '12-Weeks to a Stronger Pelvic Floor’ exercise program.
The campaign was developed by creative agency, We Are Different, with support from Hello Social, Mindshare, Elmwood and
Mamamia.
It launches today with a hero video featuring experts, celebrities and everyday women talking about their experience with bladder leakage for the first time.
Marketing director at Kimberly-Clark, Gabrielle Davidson, said there are thousands of Australian women experiencing bladder leakage, yet the majority feel like they’re suffering alone and in silence.
"The Poise Pledge is not just about breaking the stigma,but offering women real support with our dedicated Pelvic Floor Support Hub," said Davidson.
"We’re hoping it sparks conversation, shows women they’re not alone and encourages them to take action.”
Founder and director at We Are Different, Stuart Terry, said the agency feels privileged working with a brand that’s brave enough to advocate for its audience.
"To start conversations no one else is having and, importantly, create a campaign that offers real-life support for women with bladder leakage," said Terry.
"The campaign looks to normalise bladder leakage and position Poise as the champion for women experiencing this condition nationally.”
The campaign will be supported across earned, owned, social and paid channels. To find out more visit the Poise Pelvic Floor Support Hub.
Credits:
Kimberly-Clark
Marketing Director, Gabrielle Davidson
Poise Senior Brand Manager, Kim Wright
Poise Brand Manager, Emily Savage
Brand Communications Manager, Joselle Briley
Digital Engagement Manager, Hourie Demirjian
Agencies
PR & creative - We Are Different
Social - Hello Social
Paid Media and Partnerships - Mindshare
Branding - Elmwood
Production: Spilt Milk
