Kicking off from June 24 in conjunction with World Continence Week, "It Happens to Me" is the fourth consecutive campaign by Poise? to further educate and invite women to take a proactive stand on light urinary leakage (LUL).
Firstly, it has an important message to convey – that Malaysian women need not be shy about experiencing LUL as it is a common condition affecting 1 in 4 women at least once in their lifetime. Secondly, the 2012 campaign is set to be more engaging with support from Poise? Ambassador Sharifah Shahira and new ambassador Raja Azura, and has greater visibility via an educational video series, mini booklet, consumer contests and a roving truck which will visit high-traffic areas. Finally, women need to realize that there are meaningful solutions to manage LUL, one of which is using the correct products specially designed for the condition. Poise? is the first light urinary protection brand of products for women.
Core to this campaign are the educational videos available on the Poise Malaysia's YouTube site: http://www.youtube.com/poisemalaysia and through a link from the brand's fanpage at http://www.facebook.com/Poise.Malaysia. These online resources combine input from the ambassadors and from women's experts on LUL in response to the common concerns by Malaysian women experiencing the condition, thus, they are much more relatable and can be easily shared among a wider community to effectively spread the word about LUL management.
"Since 2009, we have been helping Malaysian women understand that LUL is a common condition which can be managed effectively," says Mr Sumeet Parab, Marketing Manager of Kimberly-Clark Malaysia. "In our first couple of campaigns, we focused on increasing awareness about LUL and educating women that there are solutions which can help; last year, we informed women that there are channels for them to share their LUL stories with others and that they can regain control over their lives with proper management of LUL. So, we have been learning from these women, and this year, we aim to use this knowledge to create m women's coats ore effective ways to change women's perception of LUL so they won't be afraid to talk about it, and informative tools like the online videos are ideal solutions."
LUL is a Common Condition – Don't be Shy About It
"Women are more likely to experience LUL, during pregnancy or after childbirth, due to the pressure of the womb on the bladder, and because childbirth can sometimes weaken the pelvic muscles," says Dr Seri Suniza Sufian, Consultant Obstetrician & Gynecologist in one of the educational video clips. "However, there's no need to be unduly concerned, because there are ways to manage it, from managing your diet and maintaining a healthy body weight, to practicing Kegel exercises and using products that are designed to cope with urinary leaks."
LUL is a condition which affects women physically, emotionally and psychologically. The Poise? Global Incontinence Survey 2010 found that 30 per cent of Malaysians experience LUL; of these, 70 per cent are women, and 1 out of 4 women over 35 years old experience LUL at least once in their lifetime. A 2011 Poise? survey found that 45 per cent out of 158 respondents were not open to talk about their condition and over 40 per cent avoid using LUL products to conceal their condition.
An Engaging Campaign
Poise? Ambassador Sharifah Shahira explains: "Dealing with LUL isn't just about carrying a change of clothes everywhere you go, or locating the nearest restroom every hour. You need to take charge and take action – Kegel Exercises really work, and for back-up, Poise? pads and liners are very effective – wetness and odor are the main concerns for anyone experiencing LUL, and Poise? tackles both."
Joining Sharifah is Raja Azura, a brand-new Poise? Ambassador who agrees that LUL is not something to be swept under the carpet. "LUL is not a tiny matter – it affects our confidence, impacts our plans and can be emotionally exhausting. There are many more women affected by LUL. That's why we are here today, to tell women to take charge and take control of their lives."
The 'It Happens to Me' campaign will reach out through various channels – roving trucks at high-traffic areas from June 24, in-store activities, and online where you will find educational videos which clarify commonly asked questions among Malaysian women about LUL, and a mini booklet to help women understand more about LUL, its contributing factors and how to manage it effectively.
You can also test your knowledge and win great prizes by taking part in an exclusive consumer contest – "Discover Poise? with Sharifah Shahira and Raja Azura" – that will run from June 14 to July 19. Just watch the educational videos online, answer a question based on the video, and submit your answer at firstname.lastname@example.org. Every fifth correct answer will win a six month's supply of Poise? products. In addition, you can also get more updates about LUL, Poise?, and the "It Happens to Me" campaign as well as post your thoughts or even share your LUL story with others on the brand's Facebook fanpage.
"Poise? understands how women feel about LUL, hence Poise? pads and liners are specifically made to be sleek, discreet and highly absorbent, with odour-neutralizing granules," explains Mr Sumeet Parab.
To help manage LUL, women can also practice Kegel Exercises to strengthen the pelvic muscles which help prevent leakage. Kegel exercises are effective treatment for adult women affected by urinary leakage, which carries no risk for side effects.
In another video clip, Cik Neng Shahidah Sabullah, Senior Physiotherapist for Women's Health, says: "It's important to do Kegel exercises well – make sure you're comfortable and breathing normally. Then clench your pelvic muscles as though are trying to stop yourself from passing urine. Hold the muscles clenched for 10 seconds while breathing normally, then relax. Repeat this 10 times, three times a day."