Let’s Talk About Bladder Leakage: Depend Brand Builds Underwareness to Help Bring Condition Out of Hiding and Into Plain View

Depend brand boldly invites Canadians to “Drop Your Pants for Underwareness” and support millions who experience bladder leakage

It is estimated that as many as 3.3 million Canadians experience some form of bladder leakage. So no one has to go at it alone, Depend brand (www.Depend.com) is launching “Drop Your Pants for Underwareness” (www.Underwareness.com) to help break down the stigma of bladder control issues and support the millions of people who experience it.

To kick off this new social movement and help bring the condition into the open, Depend brand showcased live billboard advertisements yesterday at the busy Yonge and Bloor intersection in Toronto. A recent survey conducted amongst members of the Angus Reid Forum revealed that nearly half (47%) of Canadians say they experience slight bladder leakage when laughing, coughing or exercising. And surprisingly, nearly half are under the age of 55. Among those who experience bladder leakage, many say they feel embarrassed, frustrated and less confident when dealing with the health issue.

“Many Canadians who experience bladder leakage worry and live in fear of embarrassment, not even wanting to self-identify with the condition,” expressed Nadia Said, Depend Senior Brand Manager, Kimberly-Clark Canada. “After 30 years, the Depend brand is as committed as ever to changing the bladder leakage conversation and helping these people live more active and fulfilling lives. Kimberly-Clark aims to restore dignity, and starting today, we’re taking a stand with Underwareness because wearing a different kind of underwear is no big deal.”

Depend brand, a leader in the adult care heavy-end incontinence category, is supporting The Simon Foundation for Continence to advance the research, education and awareness of bladder leakage and United Way Worldwide to promote healthy, active and independent living in the United States and Canada.

In addition to the live billboard showcase in Canada, the North American Underwareness campaign will also be supported by TV advertising showing mass support of the social movement; eye-catching and unexpected print and out-of-home advertising; digital partnerships; a launch video showing how Depend employees are leading the charge to support Underwareness and people with bladder leakage; and a robust digital presence at www.Underwareness.com that invites people to Drop Your Pants, view videos and photos and engage with Depend brand.

Join the cause and request a free product sample at www.Underwareness.com.

About the Depend Brand and Kimberly-Clark
Kimberly-Clark’s Depend brand, the adult incontinence category leader in North America, is committed to breaking category stigmas, changing the bladder leakage conversation and understanding the needs of those with the condition. This year, the Depend brand is celebrating its 30th anniversary of providing people with products that help them live an active, fulfilling life. For more information or to request a product sample, visit www.depend.com or follow us on Facebook or Twitter.

Kimberly-Clark (NYSE:KMB) and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world’s population trust K-C’s brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company’s 142-year history of innovation, visit www.kimberly-clark.com or follow us on Facebook or Twitter.

TORONTO, ONTARIO–(Marketwired – Aug. 7, 2014) –


Golf Fore the Cure

gftcbanner3Subaru Canada is presenting sponsor of Golf Fore the Cure in conjunction with Golf Canada. The initiative is focused on growing women’s participation in the game of golf by introducing them to the sport through fun, non-intimidating activities.

Over 100,000 individuals have participated in a Golf Fore the Cure event across the country in the past decade and the event reached $5.1 million toward ending the fight against breast cancer. As presenting sponsor for the past seven years, Subaru Canada offers the backing and support needed to fuel the program towards its goal of growing participation and fighting breast cancer. Throughout the program’s 10 years, Golf Fore the Cure has donated its fundraising sum to the Canadian Cancer Society as well as the Quebec Breast Cancer Foundation.

To show their appreciation for those involved, in 2014 Subaru Canada is offering all participants a $750 rebate on the purchase or lease of any new Subaru vehicle.

Home is Where the Heart Is

mcdonalds-dad-cine-231x300For the past 33 years, Ronald McDonald House Charities Canada (RMHC) has welcomed families who have a child in the hospital by providing them with affordable accommodations and a supportive environment. The program places families into a House within close proximity to a hospital, especially beneficial for families from out of town (as many smaller cities don’t have dedicated children’s hospitals) or unable to make the lengthy commute each day. The need to travel far from home to access specialized care is growing, as is the demand for the services, the latter due to advancements in medical treatments, where more children are being treated, but over longer periods of time. The total number of bedrooms at the Houses has increased to 398 from 268 and the need is projected to rise to 538 by 2017.

Research in 2011 indicated that while 94% of Canadians are strongly aware of RMHC, 32% of people don’t understand what the organization actually does. So to help educate people about its mission, and subsequently increase donations to expand its footprint, McDonald’s launched a campaign that put people in the shoes of those who use the Ronald McDonald Houses.

Working with agency Cossette, the campaign included creative on TV, cinema, print, radio, OOH and tray liners in McDonald’s restaurants that showcased RMHC with a series of snapshot views that captured everyday family moments of those living in the Houses. Creative showed how the Ronald McDonald Houses provide a sanctuary at a time when families’ lives have been turned upside down. The stories were told through the lens of each family member: mom, dad and child. By putting themselves in the mindset of these families, viewers were able to empathize with those who are affected and understand the services they require to be near their loved ones.

The campaign was attributed to a 59% lift in understanding of what RMHC does for families, as well as a 72% lift in donations to help expand the House network and create more bedrooms for families in need. The campaign received coverage in 135 media outlets, as well as $4 million worth of donated media, which helped generate almost 13 million impressions. The campaign won a Cause + Action award. This write-up can be found on Strategy Online.

The White Cashmere Collection

cashmere-wccgroupThe White Cashmere Collection (WCC) is a fund- and awareness-raiser for the Canadian Breast Cancer Foundation (CBCF) that hinges on a mega runway fashion show. The bathroom tissue collection is crafted entirely using sheets of Cashmere bathroom tissue and showcases its Pink Cashmere product, with 25 cents from the sale of every package going to the CBCF.

Over the past decade, the collection has featured more than 120 top Canadian fashion designers and has been promoted using almost every platform from traditional advertising to social media. The goals for the 2013 program were to reassert Cashmere’s CSR position, celebrate the collection’s 10-year anniversary and surpass 2012′s massive media coverage.

Until 2013, PR was the primary awareness driver for the program. Working with agencies Strategic Objectives, Fuse, Totem, John St., Maxus and Propeller Digital, the brand created a multi-layered, multi-phased cause marketing campaign that was designed to generate year-round media coverage for WCC. This was Cashmere’s most aggressive CSR marketing campaign ever.

A runway fashion show at Toronto’s AGO took place in September, hosted by breast cancer survivor and CTV Canada AM co-host, Beverly Thomson. The collection was curated by fashion designer Farley Chatto and starred 20 Canadian designers, whose garments and accessories were crafted using only Cashmere tissue.

The brand executed six bilingual and national traditional and social media campaigns over a 10-month period, and targeted fashion, beauty, lifestyle, news, trade and consumer journalists to create awareness. Toronto, Vancouver and Calgary media tours expanded regional coverage and asked Canadians to visit the brand’s Facebook page and vote for their favourite garment. Cashmere donated $1 for each vote to the CBCF (up to $10,000).

For the first time, the WCC and CBCF were featured in a national Cashmere TV ad. Also a first, the brand’s parent company, Kruger Products, integrated the collection into its trade show and in-store sampling programs to showcase the program as well as the Pink Cashmere products.

In the end, more than 155 million media impressions were generated, with 369 media stories as well as five-plus hours of broadcast coverage. The campaign also received more than six million Twitter impressions, 45,000-plus votes and the brand’s Facebook fan base grew by an average of 400 per day during the campaign.

The campaign won a Cause + Action Award and this write-up can be found on this page on Strategy Online.

CIBC ‘The Moment’

The Moment  – CIBC and Canadian Breast Cancer Foundation

17 years and counting, CIBC’s sponsorship of Canadian Breast Cancer Foundation (CBCF) is the longest standing marquee partnership within the industry. Association with the CIBC Run for the Cure (RFTC) significantly impacts positive brand perception of CIBC.

With the challenge of breaking through an extremely cluttered cause-marketing space and facing declines in participation and fundraising due to donor fatigue and the rise of other charitable run/walks, CIBC needed a campaign that would stand out and encourage consumers to think about the Run for a Cure in a new light.

CIBC’s objectives were to drive participation and donations for the Run for the Cure, and to create a positive brand affinity and for this, they turned to social video to connect with consumers and to drive awareness. The video was housed on YouTube but shared through various other social media channels.

In the video below entitled ‘The Moment,’ CIBC wanted to show a very important moment that happens around breast cancer diagnosis – when someone is receiving news at a doctor’s office. Using theatre actors to make the message believable and real and backed by research with doctors and breast cancer patients, CIBC wanted the video to be as accurate as possible in terms of someone receiving this type of news. This compelling video took home the Gold Halo Award at the 2014 Cause Marketing Forum conference in the video category – watch below to see for yourself!

Canadian Breast Cancer Foundation CIBC Run for the Cure


In 2013, CIBC marked its 17th anniversary as title sponsor of the event, which brings together more than 130,000 Canadians annually in over 60 communities across the country to raise awareness and funds for breast cancer research, treatment and care.








The 2013 CIBC Pink Collection™ has been unveiled at CIBC branches across the country. 100% of net proceeds support the Canadian Breast Cancer Foundation.

M&M Charity BBQ Day

charitybbqdayThe M&M Meat Shops charity barbecue day is an annual event supporting Crohn’s and Colitis Canada and takes place at more than 400 shop locations across Canada.

M&M franchisees, staff and thousands of volunteers grill towards their goal of raising $1 million. Visitors can purchase a hamburger or hotdog, drink and bag of chips for a minimum donation of $3.

Over the past 25 years, the annual event by M&M Meat Shops has raised more than $24 million for medical research dedicated to finding a cure for Crohn’s and Colitis.

Read more about the Charity BBQ Day

The Gitchhiker

Gitchhiker21-623x350Stanfield’s is a small Canadian underwear company that’s been in business for 150 years. Prior to its “Guy at Home in his Underwear” social media campaign in 2010 (which raised over $52,000 for testicular cancer research and was one of the 2011 Cause + Action winners), the brand had little to no support, and most young men saw it as their dad’s underwear brand (or worse, their grandfather’s).

The brand wanted to build on previous efforts, become emotionally relevant to a younger audience, and subsequently position itself as the ultimate Canadian underwear brand – all on a modest $200,000 budget.

In November 2012, Stanfield’s worked with Toronto-based John St. to create a program that challenged one man to hitchhike across the country to the company’s flagship factory, wearing nothing but the brand’s underwear in the dead of winter.

Stanfield’s promised that if he could get there within 21 days, it would donate $20,000 to support men’s below-the-waist cancer research, a pledge that fit perfectly with the brand’s motto, “We Support Men.”

Stanfield’s challenged the first-ever “Gitchhiker” – testicular cancer survivor Mark McIntyre – to travel across Canada for the Canadian Cancer Society. His job was to raise awareness and support for the non-profit by handing out free underwear (featuring the thumbs-up hitchhiking sign) as he travelled across Canada.

A Facebook app allowed fans to follow every aspect of this journey, including his location, the temperature where he was travelling and what underwear he was wearing. Fans could also help support his efforts by giving him gifts, submitting dares or even signing up to give him a ride to his next destination. The Gitchhiker was given complete control of the brand’s Facebook and Twitter accounts, where he posted pictures, videos and even pleas for help when he couldn’t find a ride.

Within 21 days, the Gitchhiker campaign raised a total of $32,398 for the Canadian Cancer Society – a combination of Stanfield’s contribution (which it increased to $27,000) and fan donations along the way.

With no paid advertising to support it, the campaign generated more than 43 million media impressions, with the Gitchhiker completing 64 separate interviews on television and radio programs, including several segments on CBC and CTV national news. In addition, underwear sales increased by 50% during the campaign, and Facebook fans grew by 500%. The campaign won a Cause + Action award in 2013 and this write up can be seen on Strategy Online.

The Starlight Campaign

tru_plushBecause kids are central to the Toys “R” Us brand, the retailer focuses much of its CSR efforts on helping provide distractions and entertainment during lengthy treatments. Having to spend their days in and out of hospital beds, gravely ill and injured children typically experience stress, anxiety and boredom.

For the last 15 years, the toy retailer has worked with the Starlight Children’s Foundation to raise funds to support sick children and their families in Canada. By empowering its employees, customers and vendors to make a contribution, the brand is able to connect with kids and families on a more personal level.

A 2012 campaign with in-store signage, flyer call-outs, a microsite and PR push generated brand and fundraising awareness. There was also promotion via the Toys “R” Us and Starlight websites, as well as through blogs and social media.

In November and December, more than 6,000 employees acted as ambassadors for Starlight, raising money through the sale of “Stars” online, inside stores and through “fun-raising” events. The brand created an e-learning platform where employees were educated on how to encourage customers to make a donation.

The brand also created a plush bear called Abbalicious (which is sold online and at Toys “R” Us and Babies “R” Us stores, with the proceeds going to the foundation) in honour of Abby, a young girl who battled and succumbed to a rare disease.

And to make stays in hospitals less frightening, the brand also sponsors Starlight kits that contain books, toys and puzzles for kids admitted to the ER.

To help net big donors, Toys “R” Us was a Diamond sponsor of “Starlight Gala 2012,” where the brand gave gift cards and other auction items (such as a sleepover at Toys “R” Us stores).

Its partner vendors contributed to the charity by donating hours and money, as well as toys and baby products. To further engage staff and partners, Toys “R” Us hosts an annual Starlight Golf Tournament for its vendors and employees, with guest speakers talking about the trials of raising a sick child and how the foundation has had a positive impact on their lives.

And to rally the community, the brand created the “Miles for Smiles” event in honour of a Toys “R” Us employee’s son, Maxime, who had passed away. The father and six co-workers cycled 600 km to raise awareness and money for Starlight.

In 2012, Toys “R” Us and Babies “R” Us raised more than $1.5 million for the Starlight Children’s Foundation, making it the most successful year of its partnership with the charity to date.

The Starlight campaign raised more than $1.4 million, with the golf tournament raising $125,000 and “Miles for Smiles” generating another $9,400. The brand sold 4,640 Abbalicious bears and gave 74 grants (worth $2,000 each) to 59 different hospitals. The campaign won a Cause + Action award and this write up can be found on Strategy online.