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Published/Aired: 
August 2020

Description

Frequent urination or a weakened bladder are signs of Incontinence and affects millions in India yet has never been addressed on a large scale with a direct call to action. Because it does not attract customer acceptance readily or celebrity support it is usually pushed into the shadows. The brand aims to throw a spotlight on the issue encouraging the audience to not shy away from the subject or bottle up their harrowing experiences. But instead, take control of the situation!
The campaign focuses on educating people about the problems faced when one goes through Incontinence and recommend an easy solution that is within everyone’s reach. Friends Dry Pants is an effective way to manage incontinence and the product is engineered for both men and women. The campaign will also create solidarity among people suffering from incontinence by letting them know they are not the only ones in this situation while helping them accept the truth.
The stigma related to Incontinence and usage of dry pants is deplorable to many. People refrain from discussing and rather prefer quitting jobs, changing cities, confining themselves in their house and not sharing with anyone close to them and it affects millions in India. This also leads to a feeling of being ‘jailed’ in their minds leading to mental stress. Research indicates that affected individuals wear their suffering as a badge of honour, unconsciously choosing to ‘jail’ their family with them and not realising the impact it has on their loved ones and care givers.

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