The identified behaviour:
There is a social stigma associated with incontinence and as a result, it’s not a topic that is openly discussed.
How we inspired change:
We inspired conversation about incontinence by using comedy to reduce the stigma. We formed a strategic partnership with the Melbourne Comedy Festival to facilitate a connection between continence and comedy. The very funny Bev Killick became the ‘Laugh without leaking’ campaign ambassador. Normalising what was a taboo topic.
The campaign received significant media attention, some highlights include a double page spread in the Herald Sun and features on The Project and House of Wellness