Company: Kimberly Clark’s Depend brand
Nonprofit Partner: The Simon Foundation for Continence and United Way Worldwide
Launch Date: August 9, 2014
Depend brand has launched a new cause marketing campaign called Underawareness, aimed at reducing stigma around bladder leakage. The brand will donate $1 (up to $3 million) over the next three years to The Simon Foundation for Continence and United Way Worldwide for hash tagged photos and videos shared on Twitter and personal videos made about underawareness tagged and uploaded to YouTube.
Pairing a cause with a humorous and light-hearted approach (see video below) to an embarrassing health issue is a smart move for Depend. The brand plans a fully integrated campaign including TV advertising, print and out-of-home advertising and digital partnerships. Probably key to the success of the campaign is the free Depend sample available via the campaign website, linking product trial to consumer engagement. The long-term focus of the initiative also bodes well for making a dent in reducing stigma and encouraging trial.