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  • How can brands broach taboo topics?
  • How can brands broach taboo topics?
    Icon (2017) ©
CASE STUDY

Icon: undoing the stigma of urinary incontinence

One in three women will suffer from urinary incontinence at some point in their lives, but the attached stigma means that they may wait up to 6.5 years before seeking help. Looking to tackle how people think about feminine hygiene, Icon is offering up fashionable, pee-proof undies for women.

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