Despite 1 in 6 people being affected and millions of dollars in media spent
against the category, consumer understanding of the Overactive Bladder
category (OAB - a syndrome of urinary frequency, urge incontinence, and urinary
urgency) and its credibility as a real medical condition is still quite low. By using
targeted media designed to reach the sufferer at their point of coping (TV, print,
doctor office, mall, theater bathrooms, supermarket grocery carts, and
billboards), HumanCare created an unbranded campaign called “Time Out”,
designed to increase awareness of OAB as a real medical condition and motivate
sufferers to stop coping and talk to their doctor.