Australia – Kimberly-Clark’s sanitary brand Poise has embarked on a campaign aimed at shattering the societal stigma surrounding the often-neglected issue of bladder leakage.
The extensive Poise Pledge campaign includes an industry-first Pelvic Floor Support Hub that provides evidence-based instructional materials as well as an unheard-of, free 12-week exercise regimen to strengthen the pelvic floor.
We Are Different, an earned-first creative firm, designed the campaign with assistance from Hello Social, Mindshare, Elmwood, and Mamamia.
Gabrielle Davidson, marketing director at Kimberly-Clark, 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. We’re hoping it sparks conversation, shows women they’re not alone and encourages them to take action.”
Meanwhile, Stuart Terry, founder and director at We Are Different, commented, “We feel privileged working with a brand that’s brave enough to advocate for its audience, start conversations no one else is having and, importantly, create a campaign that offers real-life support for women with bladder leakage. The integrated campaign looks to normalise bladder leakage and position Poise as the champion for women experiencing this condition nationally.”