The goal of the campaign is to speak honestly and effectively to women about bladder weakness. The campaign theme, "The Evolution of Bladder Protection," parallels women's fashion and how it has evolved over the years to become less restrictive, more comfortable and figure-hugging.
Ads will run through 2010 and will include a mix of national television, print and online messages. Developed by Zig, a communications company within the MDC Partners network, the campaign's television imagery shows fashion throughout history, while print messaging lightheartedly tells women, "One style does not fit all."--Tanya Irwin