The Campaign

As someone’s wife and a mom, she spent every moment – school play, picnic, husband’s promotion party, couple gatherings – holding her family’s hand. But as time passed by, she had naturally grown apart from her husband along with her children as they came to age, then incontinence only worsened their estranged relationships making it even harder for her to hold her family’s hands. We Provide an opportunity for family influencers of 30,40s (main target) to realize the real condition of their loved mother and to take this opportunity to express their warm feelings with Depend. And hold mother’s hand.

Creative Execution

For the digital - We used mainly Brand site, Youtube and targeted local media.

After watching a digital film, write a message in a selected calligraphic card with cheering message. After that, every card will be sent with a free Depend Style sample. Views - 4,042,372 / The number of applicants For Depend trial kit - 2,103

We encourage the target to try Depend on her own (without needing a husband) to become the hero of her own life. Also, as various research showed the importance of daughters to support our target’s life, especially with influencing and helping to look after the condition, a digital-heavy program targeting these daughters was also employed.