Imagine you have to pee more than 8 times a day. And when you need a toilet you need it NOW. Because if it takes more than 40 seconds to reach the toilet you will wet yourself. This is why people suffering from this condition feel they are chained to a toilet day in and day out – which decreases their quality of life dramatically.
Shame holds sufferers from treatment
The condition is called overactive bladder (OAB) and affects 1 out of 5 people. This makes it a very normal condition but many of the sufferers feel ashamed and are reluctant to go to the doctor. This means they don’t get the treatment which could unchain them from the toilet.
Campaign brief: Motivate sufferers to look up treatment
Astellas is a global pharmaceutical company which produces leading treatment for overactive bladder. Astellas in Germany wanted to do a substantial disease awareness campaign which should motivate OAB sufferers to go to the doctor and seek for help. Three advertising agencies were invited to pitch for the campaign – two of Germany’s leading agencies and then REPUTATION. Astellas chose to work with REPUTATION and together we have done a campaign which will be launched in June. The campaign will be running in print ads, on the Internet, on the radio, in the streets, in newspaper articles, and naturally at the doctor.
Campaign elements includes a microsite, ads, posters for the GPs’ waiting rooms as well as a street event.