The ad was designed to raise awareness of male bladder weakness and to make the issue approachable. We aimed to make men feel more at ease with the situation. Our ad focused on men being honest with each other. We wanted to show that every man has something he is embarrassed about. But if we talk openly about it, it’s really not that bad. The ad tactfully used humour to open the ad and gave a simple explanation and call to action at the end.