MSQ Asia Redefines Bladder Leakage Conversations with Depend’s Iconic Campaign

Bladder leakage affects over 1.2 million Australian men aged 45 and older, yet three-quarters of this group either ignore the issue or adopt ineffective coping mechanisms—often fearing it will undermine their masculinity. Recognizing this silence as a barrier to better health, Kimberly-Clark Australia tasked Elmwood with positioning DEPEND as a category leader and empowering men to reclaim their confidence. The mission was clear: reshape societal perceptions, normalize conversations, and provide a solution that aligned with active, modern lifestyles. The challenge extended beyond launching the product. Navigating deeply sensitive topics like aging and stigma required a bold, culturally resonant approach that could connect authentically with Australian men. From Insights to Impactful Action