This was the main message on which we based the strategy of an information campaign on incontinence on behalf of Johnson & Johnson. The challenge was to break the taboo of both the people who suffer from incontinence and of families.
Our main purpose was to inform both individuals suffering from incontinence and health professionals. Additionally, one of our main goals was to inform our target groups for the new method of treating it.
The goals were achieved successfully as the strategy was based on two main principles who not only educate the public and broke the taboo but also differentiated the method versus the competition and made it first in ranking.