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K-C initiates bladder leakage awareness campaign

11 Aug '14

2 min read

To correct under awareness of one in four Americans, who experience bladder leakage, Kimberly-Clark (K-C), one of the largest global marketers of incontinence products, has initiated a campaign "Drop Your Pants for Underwareness".

This is one of the largest efforts to date from K-C to help break down the stigma of bladder leakage and support millions of people suffering from it.

The campaign promoted by one of K-C’s brand – Depend, kicked off this new social movement and charitable cause with a free concert hosted by ‘Capital Cities’, which is famous for their hit ‘Safe and Sound’ and their latest single ‘One Minute More’

The concert titled – ‘Drop Your Pants and Dance for Underwareness’ held at New York City's Pier 97 marked the first step to bring bladder leakage and Depend Underwear into the open, which saw fans wearing Depend Underwear dance to the band's song.

"Underwareness is spreading the word that 65 million Americans experience bladder leakage and that it can be caused by such common things like diabetes and childbirth," said Capital Cities' Ryan Merchant.

"Many people with bladder leakage worry and live in fear of embarrassment, not even wanting to self-identify with the condition. After 30 years, Depend is as committed as ever to changing the bladder leakage conversation and helping these people live more active and fulfilling lives," said Elizabeth Metz, Brand Director of Depend.

"The change starts here with us and we hope that people will follow our lead in supporting what we believe to be a game-changing cause as wearing a different kind of underwear shouldn't be a big deal", she added.

Depend is a leader in the adult care heavy-end incontinence category and is supporting The Simon Foundation for Continence to advance the research, education and awareness of bladder leakage and United Way Worldwide to promote healthy, active and independent living throughout an individual's life.

Fibre2fashion News Desk - India

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K-C initiates bladder leakage awareness campaign

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