Laugh without leaking

Client: Continence Foundation Australia

The behaviour:

Incontinence is an issue that affects one in four Australians, but nobody talks about it and 80% don’t seek help.

‘Laughing’ is a time when people suffer from incontinence and ‘laughter’ helps mitigate embarrassing topics. We formed a strategic partnership with comedian Bev Killick and the Melbourne International Comedy Festival, then featured Bev in a two phase digital campaign to:

1. Build awareness and decrease stigma.
2. Build women’s knowledge and capability to exercise their pelvic floor muscles.

The change:

By “taking the piss” we reduced the stigma associated with incontinence and got women doing pelvic floor exercises.

What behaviour do you want to change?

Have a chat

More work that's inspired change.


Circle of super

Client: AustralianSuper

We inspired Australians to trust and prefer AustralianSuper more than any other super fund. Most importantly, we inspired them to do small, good actions that lead to a better retirement.

Call it out

Client: Respect Victoria

We inspired 1 in 2 people in Victoria to challenge themselves and others to call out family violence and violence against women.

Space to ride safe

Client: Transport Accident Commission

We inspired motorists on Victorian roads to safely judge the space they need to give cyclists safe, while sensitising them to the new safe passing laws.

Laugh without leaking

Client: Continence Foundation Australia

We inspired people to think differently about incontinence and helped thousands feel the benefit of pelvic floor exercises.