• by Les Luchter , Yesterday

“Are you at the mercy of your bladder? If leaks are keeping you from living your best life, you should know that it doesn't have to be that way,” says an audio spot’s female voice. “Visit NAFC.org now to download your free Pelvic Floor Muscle Training Kit and become the boss of your bladder,” the ad concludes.

NAFC stands for the nonprofit National Association for Continence, which has launched the first mass awareness campaign in its 43-year history.

Running during Bladder Health Awareness Month in November, the campaign has both paid and PSA elements, with the campaign’s call-to-action being to download the Pelvic Floor kit.

The paid side is digital, including Google search ads, social buys (Meta, Pinterest, Reddit), and programmatic display on health and wellness sites (e.g., Women's Health, Prevention).

The PSAs are being offered to TV, connected TV, terrestrial radio and streaming audio media. Here’s a link to a :30 TV spot.

Takers so far include NBC Universal, Disney/ABC, CBS/Paramount and Warner Bros. Discovery for TV, and Westwood One, Key United and Premiere/iHeart for audio.

Ads and PSAs were created by The Advertising Department agency, with KSM Media handling both paid buys and PSA distribution.

The campaign also includes the NAFC’s website and its weekly emails, which will continue past November and are said to go out to over 3 million “engaged users.”

Targeting women aged 45-64 with urinary incontinence (UI), the campaign is expected to reach 13 million of them in the next year, with 75% of that coming this month. NAFC says  70 million U.S. adults have UI.

The group says that the campaign’s success will be judged by: measurable increases in audience awareness, interest and engagement; downloads, increased search volume and time on its website; and increased conversions in seeking care, finding a doctor, discussions, guides and quizzes.