The objective
Overactive Bladder (OAB) affects over 2 million people over 40 years old in the UK, severely impacting their quality of life.
In collaboration with Anthem PR, we were tasked to create a multi-channel campaign to raise awareness about OAB and its symptoms across the huge variety of people living with it, and inspire people to take action around this sensitive subject.
Strategy and Process
The campaign’s creative execution hinged on two insights;
- People with OAB spend a lot of time on the loo
- British people’s relationship with the toilet is woven through with humour
The “Break Free from Plans to Pee” campaign was designed to reach as many people as possible during or immediately after a toilet break, and to do so from a position of empathy, with a light/non-judgmental humorous streak to land the message in a friendly but forthright manner.
Materials created included a hero video, four waves of social campaigning (each building upon the metrics of the previous), print ads in service station toilets, and an innovative More4 campaign that put the campaign messaging on the screens of people who paused mid-show.
Behind the scenes
Marketing activities
The Outcome
The campaign achieved remarkable results, including 13.7 million impressions, 304,000 click-throughs to the campaign’s website, and a million hero video views within 18 days.
