Kimberly-Clark

Elizabeth Metz, Brand Champion
Amy Attenberger, Sr. Brand Manager
Melissa Sexton, IMP Planning Director
Patrick Ambroso, Commercial Program manager

Ogilvy & Mather *Lead Agency

Vicki Azarian, Group Creative Director
Natalie Fevig, Art Director
Danielle Vieth, Copywriter
Tara Allerton, Executive Group Director
Christina Montero, Acct. Director
Sura Zaatari, Sr. Planner

Geometry Global

Organic, Inc.

Mindshare

Marina Maher Communications

65 million Americans have bladder control problems, and almost half of them are younger than 50. Statistically true, but hard to digest, Depend had a mission to shatter the societal stigma against incontinence. The shame around incontinence is inextricably linked to Depend, so when we redefine cultural norms, we redefine our brand. By creating a campaign that overcame the shame of bladder leakage through a mass, public display of solidarity, Depend significantly reduced the shame associated with the condition by 1/3 generating 19,000 sample requests in just the first month.