06/27/2026
“Depend:Supporting incontinence recovery”? Would be a brilliant messaging rebrand. Incontinence is common, but shouldn’t be accepted as normal. Physical therapy can help you recover better control and confidence.
Caught this in a ad this week. Encouraging women to ignore “little leaks” and not let them distract you from life’s moments. It continues to use marketing to frame incontinence as normal, and managing it with a pad, vs treating, it as the acceptable path. Incontinence is a signal that your system of muscles and pressures that control continence (and create control at your center) are out of balance. Reminded me of a blog I wrote too long ago now (in 2014), about a previous ad campaign that offered similar messages. Here is an excerpt: “There are many that choose absorption products because they do not understand that they have options, treatments exist, and they don’t have to “embrace” incontinence. They could actually be free of it.
If you are truly in the business of empowering women and giving them confidence, in addition to absorptive undergarments and pads, consider offering a product that would actually address the incontinence not just hide it, manage it, or embrace it. You could launch a very different ad campaign that went more like this: “We’ve got you covered until you learn to control the leaks”. Your new tagline could be “Depend: Supporting incontinence recovery”. This is a different message indeed: confidence that recovery is possible.” You can read the full blog here:
http://www.juliewiebept.com/individual/dear-depend-and-poise-a-challenge/
And the response from here. Poise never responded.
http://www.juliewiebept.com/individual/dear-julie-depend-responds/
There is a similar the message inside the culture of ….leaks are normal at high loads, get used to it as you push towards new PRs vs this is a signal that your system of muscles and pressures that control continence (and create control at your center and ultimately create power under the bar, stability for gymnastics, and agility for plyos) are out of balance and treatable. We can help.
Be confident that recovery is possible.