Objective:

To reach females nationwide and raise awareness of the fact that an overactive bladder condition can be treated. To do this, they booked female Washroom Panels throughout Motorway Service Areas (MSAs), Shopping Malls, Network Rail Stations & Bars, Pubs & Clubs. Astellas wanted to encourage females to speak to their GP, call the telephone number or visit the website to obtain an accompanying booklet. The campaign was working with the Bladder & Bowel Foundation.

Effectiveness:

78% of respondents recalled the advertising when prompted

56% of respondents noticed the Direct Response Tear Off Slips

67% of respondents would keep it for reference- long lasting effect

33% of respondents would call the telephone number

88% of respondents said the poster was useful

Washrooms Panels were the second most noticed advertising format out of TV, magazines and the tube.

*Source: Market Management Research