How to talk about a sometimes sensitive subject? With humor and empowerment. Seattle-based Swedish Hospitals hired a dedicated pelvic health navigator to help women find the right treatment path for pelvic health-related conditions. Using incontinence as the conversation hook - it’s the most widespread and common issue under the pelvic health umbrella - the campaign creative aimed to lift the stigma around incontinence while generating awareness of the new navigator service. Humor and hyperbole combine to demonstrate the disruptive nature of incontinence on daily living.