Depend Starts a Movement to Change the Face of Incontinence
'Underwareness' from Kimberly-Clarke and Ogilvy Attempt to Strip Shame Factor from Adult Diapers
Aug 14, 2014
Ogilvy & Mather New York and Kimberly-Clarke are seeking to change the face of incontinence with a new campaign that atempts to strip the shame factor from adult diapers. The multiplatform "Underwareness" movement asks consumers to be more open and comfortable talking about bladder leakage. It includes a dedicated site, ads and and music video in which real K-C employees donning the disposables as they rap throughout the Depend factory. It also features a suprisingly sophisticated print and outdoor executions featuring good-looking models confidently posing in Depends. The ads were shot by Martin Schoeller, a photographer perhaps best known for his striking portraits for magazines like The New Yorker.
Earlier this month, the campaign held an event in New York with alt-dance group/band Capital Cities, featuring a concert, DJ and fashion show featuring models wearing Depends. Guests were also invited to drop their pants, don the diapers and post photos onto social media with #Underwareness and #DropYourPants. For each one posted, the brand will donate $1 and up to $3 million over the next three years to bladder leakage research and education organizations.