Bladder health brand Jude has launched Women of a Certain Attitude, a major new out-of-home campaign challenging a category that has traditionally told women to be discreet about bladder issues.
Created by Jude’s in-house creative team and planned by JCDecaux and R4 Advertising, the campaign is expected to deliver over 45 million impressions across London.
Running across London until 5th October, the campaign spans 1,396 OOH placements, from large-format rail and roadside sites to London Underground panels, digital screens and bus supersides.
The campaign starts from a simple thought: women are strong; sometimes their bladders are not. Rather than presenting bladder health as something women should quietly manage or conceal, Women of a Certain Attitude focuses on the things women want to get back to doing – laughing, walking, exercising, sleeping and living without planning their lives around their bladders.
Its proposition deliberately turns the familiar phrase “women of a certain age” on its head bringing attitude to the streets with four direct headlines:
Bladder supplements for big laughs
Bladder supplements for long walks
Bladder supplements for big bounces
Bladder supplements for day & night
Each line was inspired by the experience of a real member of the Jude & Friends Facebook community, connecting the public-facing creative to the realities women have shared with the brand. Those stories include women getting back to long dog walks and hill walking, travelling and socialising, exercising and playing sport, and sleeping with fewer interruptions. One community member described having previously become ‘almost a recluse’, while another said her life had shifted from revolving around the location of the nearest toilet to what she actually wanted to do.
Peony Li, founder & CEO at Jude, said: “Bladder health has spent far too long hidden behind euphemisms and discretion. Women have told us very clearly what bladder issues can take away from them – a walk, a laugh, a workout, a good night’s sleep, or simply the freedom to make plans without first thinking about where the nearest toilet is.
“Women of a Certain Attitude is about putting those moments, and bladder health itself, somewhere impossible to hide. We wanted the campaign to feel as confident and full of life as the women whose experiences inspired it.”
Fran Morrsion, brand director at Jude, added: “We surveyed just over a thousand UK women aged 35 to 70. 85% had experienced a bladder issue in the last year, and of those, 58% didn’t know a bladder supplement existed at all. Out of home did two things for us; it reached women in their 40s, 50s and beyond at the scale the numbers demanded, and it put bladder health out in the wild.”
The media campaign rolls out in two phases. The first, running from 7–21 September, comprises 236 sites including roadside and rail formats across central London and Zones 1–3, ten 48-sheet rail sites and a Westfield M-Vision placement at Stratford City.
The second phase, from 21 September–5 October, adds 1,160 placements, including 1,100 Underground tube-car panels, digital six-sheets at Marylebone, King’s Cross, Hammersmith, Victoria and Euston, and 50 bus supersides.
The campaign creative shows women doing exactly what its headlines promise: laughing together, walking outdoors, moving their bodies and resting. The execution deliberately gives bladder supplements the visual confidence and prominence of a mainstream lifestyle brand rather than treating the category as something to be hidden away.
The OOH campaign will be further amplified by digital content created in partnerships with creators Alison Perry (@iamalisonperry) and Alyssa Kyria (@thefunnymummyuk) for their new platform, Off The Rails (@weare_offtherails) as well as paid content partnerships with Nadia Sawalha (@nadiasawalha).
Jude products are available at Boots, Holland & Barrett and Tesco, with retailer availability featured across the OOH creative.
