Let’s Pee Funny’: How humour and science can make a taboo topic approachable

Atlantic Therapeutics’ INNOVO® device is a wearable, non-invasive therapy for stress urinary incontinence (SUI). Millions of women suffer silently, relying on pads or invasive procedures, with little awareness of safe, at-home alternatives. 

The challenge 

Stigma and lack of awareness of treatments, limited adoption. Atlantic Therapeutics needed to educate, engage, and empower women while positioning INNOVO® as a credible, approachable solution, trusted by women. 

From silence and stigma… to solution

We created a multi-channel PR and social campaign, blending humour: “Let’s Pee Funny” and science to make a sensitive topic approachable: 

• Celebrity advocacy: Partnered with Nadia Sawalha to bring credibility and a human voice to SUI conversations through her first-person experience of bladder weakness and a media Psychologist  

• Social media engagement:  Instagram and Facebook campaigns normalised discussions to reduce embarrassment 

• Launch event: To mark the launch of the new generation of INNOVO shorts, we held a comedy evening for journalists to attend, marrying humour with science  

• Media outreach: Shared company milestones, patient before and after stories, clinical studies in national and trade media, amplifying awareness of INNOVO® as a safe and effective treatment 

The impact 

The campaign transformed INNOVO® from a clinically approved device into a culturally relevant, widely recognised solution, making pelvic health visible, approachable, and actionable. 

• Broke the stigma around bladder weakness and pelvic health with Innovo featured on ITV’s This Morning, Metro, Daily Mail, Mirror, Talk Radio 

• Increased social engagement and conversation around SUI solutions 

• Positioned INNOVO® as a trusted, non-invasive and eco-friendly alternative to pads or surgery 

• Empowered women to seek treatment and improve quality of life