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Wunderman - Bienalto

Press Release

Hold On Australia

Just how big is our wee problem? The Bladder Health Campaign getting all Australians talking.

Sydney, June 2017.

This week marks the launch of Hold On Australia, a national campaign created to improve the awareness and understanding of a common but hidden health issue: Overactive Bladder.

With clinical studies finding 1 in 9 adults* suffer from this socially stigmatising and sometimes debilitating bladder condition, the company behind the campaign, Astellas Pharma, is asking Australia a simple question: Just how big is our wee problem?

“In Australia, people are often not talking to their GPs about their bladder symptoms because they might be too embarrassed,” Executive Creative Director Anna Karena says. “We wanted to create a campaign about overactive bladders that wider Australia wouldn’t turn away from. This campaign is designed to bring the embarrassing into a happy zone where people can feel comfortable to engage, and can check their own bladder habits online.”

Supported by a suite of arresting outdoor, airport, digital and social work, the creative executions use pastel-coloured water balloons as a visual analogy for how people with an Overactive Bladder might feel.

Says Rebecca Murphy, Product Manager of Urology at Astellas: “Too many people think that urinary symptoms are normal, or just part of ageing. They often live with these symptoms for years and just find ways to adapt their lives around them. That’s just not right! There are many urinary conditions, including overactive bladder, that may be causing those symptoms and many of them can be managed with help from a doctor or other healthcare professional. I hope this campaign will go some way to making ‘wee’ problems easier to talk about.”

Australians everywhere are encouraged to learn more about the condition, test their own bladder health and discover some of the management options available with the Bladder Checker.