{"id":96197,"date":"2024-01-16T11:52:06","date_gmt":"2024-01-16T11:52:06","guid":{"rendered":"https:\/\/www.72point.com\/portfolio\/incontinence-campaign\/"},"modified":"2025-11-07T11:05:21","modified_gmt":"2025-11-07T11:05:21","slug":"incontinence-campaign","status":"publish","type":"portfolio","link":"https:\/\/www.72point.com\/us\/portfolio\/incontinence-campaign\/","title":{"rendered":"Incontinence Campaign"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;90&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;126329&#8243; row_height_pixel=&#8221;500&#8243; el_class=&#8221;portfolio-header-block&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;bottom&#8221; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;3&#8243; style=&#8221;dark&#8221; back_image=&#8221;96198&#8243; back_image_auto=&#8221;yes&#8221; overlay_color=&#8221;color-jevc&#8221; overlay_alpha=&#8221;20&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; css_animation=&#8221;left-t-right&#8221; radius=&#8221;lg&#8221; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;159499&#8243; overlay_color_type=&#8221;uncode-palette&#8221;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;164338&#8243; el_class=&#8221;portfolio-header-client&#8221;]Essity[\/vc_custom_heading][vc_custom_heading auto_text=&#8221;yes&#8221; heading_semantic=&#8221;h1&#8243; text_font=&#8221;font-561908&#8243; text_size=&#8221;h1&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;955514&#8243;]This is a custom heading element.[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;108785&#8243;][vc_column width=&#8221;2\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][vc_column_text text_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;850248&#8243; el_class=&#8221;portfolio-introtext&#8221;]<a href=\"https:\/\/www.essity.com\/\" target=\"_blank\" rel=\"noopener\">Essity<\/a> is a leading global health and hygiene company, which develops and sells products and solutions in personal care, consumer tissue and professional hygiene. The company is focused on making a difference and caring for people every day.<\/p>\n<p>Essity carried out a pilot study in two NHS care homes to trial their incontinence products, against the existing procured NHS products. The results of the pilot highlighted how the NHS is wasting both money and time by procuring sub-standard products for incontinence patients.<\/p>\n<p>Essity wanted 72Point to highlight the problem, and call on the government to conduct an urgent review of continence care procurement practices.<\/p>\n<p>72Point brainstormed with several Essity representatives, including medical professionals. An initial internal brainstorm determined the direction we should take \u2013 namely putting a big figure on the amount of money the NHS is wasting in total every year by procuring substandard incontinence products.<\/p>\n<p>We recommended working with the data gleaned from the pilot study, and combining that with research into 500 medical professionals to reveal what continence care really looks like. As well as another study of 1,000 people with family members in care, to highlight the emotional side of living with incontinence and delve deeper into how tough life with the condition can be.[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;206336&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;209716&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;93886&#8243; media_width_percent=&#8221;100&#8243; shape=&#8221;img-round&#8221; radius=&#8221;std&#8221; uncode_shortcode_id=&#8221;720258&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;853702&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;203934&#8243;][\/vc_column][vc_column width=&#8221;2\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-147470&#8243; text_size=&#8221;fontsize-993625&#8243; text_weight=&#8221;600&#8243; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;160518&#8243; el_class=&#8221;portfolio-subheader&#8221;]Capturing Emotion[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;125791&#8243;]<span class=\"TextRun SCXW210204604 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW210204604 BCX0\">We also sourced three case studies, via Essity, to bring the campaign to life visually and address the emotive side of the story. Video footage captured their stories and was issued to a wide variety of media.<\/span><\/span><span class=\"EOP SCXW210204604 BCX0\" data-ccp-props=\"{&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:257}\">\u00a0<\/span>[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;521168&#8243; back_color_type=&#8221;uncode-solid&#8221; back_color_solid=&#8221;#f6cbe2&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading text_color=&#8221;color-495040&#8243; heading_semantic=&#8221;p&#8221; text_size=&#8221;h1&#8243; css_animation=&#8221;marquee-scroll&#8221; marquee_clone=&#8221;yes&#8221; uncode_shortcode_id=&#8221;169211&#8243; text_color_type=&#8221;uncode-palette&#8221;]104 pieces of coverage \u2733\ufe0e[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;127266&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/6&#8243; uncode_shortcode_id=&#8221;491478&#8243;][\/vc_column][vc_column width=&#8221;2\/3&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-147470&#8243; text_size=&#8221;fontsize-993625&#8243; text_weight=&#8221;600&#8243; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;707074&#8243; el_class=&#8221;portfolio-subheader&#8221;]Media Coverage That Opened Conversations[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;480901&#8243;]The campaign secured <a href=\"https:\/\/72point.coveragebook.com\/b\/dd2c81815fafe370\" target=\"_blank\" rel=\"noopener\">104 pieces of coverage<\/a>. This coverage helped Essity to also highlight the problem internally, and they are now working with other NHS Trusts to replicate the pilot originally run in Lincolnshire.<\/p>\n<p>Alongside significant coverage, following the campaign,\u00a0Essity has been talking to NHS partners internally and have been using this campaign to open those conversations.\u00a0 The company has already been contacted by several NHS Trusts wanting to repeat their pilot scheme, with a view to changing how things are procured in their districts.<\/p>\n<p>72Point has since been briefed on another campaign for Incontinence, to continue raising awareness of the ongoing problem within the NHS.[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/6&#8243; uncode_shortcode_id=&#8221;177505&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; back_color=&#8221;color-495040&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;146439&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_column column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; align_mobile=&#8221;align_left_mobile&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;174066&#8243; el_class=&#8221;portfolio-quote&#8221;][vc_empty_space empty_h=&#8221;3&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; sub_reduced=&#8221;yes&#8221; uncode_shortcode_id=&#8221;940320&#8243; subheading=&#8221;Gareth Lucy, Communications Director, Essity.&#8221; text_color_type=&#8221;uncode-solid&#8221; text_color_solid=&#8221;#f6cbe2&#8243;]\u201cInternally, the feedback from our Health and Medical business unit has been extremely positive with the President of the business unit stating that they had not seen anything like this before. Several members of the senior management team passed on their congratulations to the team that worked on the project.\u201d[\/vc_custom_heading][vc_empty_space empty_h=&#8221;3&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/1&#8243;][uncode_block id=&#8221;93191&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Making Essity a recognised authority in the menopause space<\/p>\n","protected":false},"author":20,"featured_media":96198,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"content-type":"","footnotes":""},"portfolio_category":[239,240,251,254,261],"class_list":["post-96197","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-news-generation-services","portfolio_category-pr","portfolio_category-sourcing-case-studies","portfolio_category-video","portfolio_category-brands"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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