MMC Well-Being and Poise Start a Conversation
We are not shy in the Well-Being Group at MMC, so when Kimberly-Clark’s Poise brand posed the challenge of de-stigmatizing light bladder leakage (LBL), we didn’t think twice.
LBL is probably the last women’s health taboo, and it’s more common than you would think. One in three women of all ages and life stages experience LBL, but many women are too embarrassed to talk about it. Interestingly, focus groups conducted by K-C showed that although women were first reluctant to admit experiencing LBL, once the conversation was started among several women, they couldn’t stop talking! One of the other observations from the groups was that humor truly opened the dialogue around this often uncomfortable topic and women were relieved to hear they weren’t alone.
Drawing from these insights, MMC worked with K-C and their digital and advertising agencies to spark a national dialogue about LBL using a light and humorous approach. The integrated campaign, “1 in 3 like me,” included new advertising and the launch of a Web site about LBL that establishes how common it is and helps women embrace the issue and solutions. The brand also enlisted Whoopi Goldberg to star in a candid Webisode series that would make women laugh and open up about LBL. Go to www.1in3likeme.com to check them out.
MMC launched the campaign with a dynamic consumer event in NYC where women were invited to watch Whoopi unveil the Webisodes, learn more about LBL and be among the first to start the conversation! The next day, Whoopi, along with the founder of Women’s Health Foundation, Missy Lavender, continued the conversation on The View.
Despite a snow storm on the day of the event (even Whoopi was snowed in but we Skyped her into the event), the campaign is off to a great start! Until now, light bladder leakage has received very little media attention, with most press avoiding the topic altogether. As a result of our work, outlets including People, More and Parents covered the campaign and trade press has touted Kimberly-Clark as a marketing force in AdAge and MediaPost. And this is only the beginning!
Attendees at the event told us that after watching the Webisodes and being around other women with LBL, they felt more comfortable discussing it. The View’s discussion boards have been buzzing with conversation and women have been calling K-C’s consumer hotline just to say thank you.
Although we faced quite a challenge when we developed this program, we couldn’t be more excited by the results and the conversations that we see taking place. Of course, our work doesn’t stop here. We’re now busy preparing for 1,000 parties nationwide with House Party™, taking place on April 10, where women will have the chance to continue this important discussion (and laugh a lot!) with their friends.
What’s the next conversation MMC Well-Being should start?
