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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.

Location North America / Northern Europe

Scope
As one of society’s last unspoken health taboos, the stigma around urinary incontinence masks how common it really is – one in three women will suffer from it at one stage in their lives. [1] For many of those affected, the only way to deal with bladder leaks is to wear absorbent pads, which serve as an uncomfortable reminder of the problem and a practical hindrance in everyday life. But Icon aims to defuse shame around incontinence and spark open conversations in a bid to normalise the condition.

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