Finalist
Stopbedwetting.org
Summary of work
Occasional bed-wetting is normal for under 5s and it typically stops as part of growing up. However, around one-in-five 5-year-olds, and one-in-twenty 10-year-olds, continue to wet the bed. This can be hugely upsetting for both the children and the parents.
Online sentiment research showed common misperceptions around bed-wetting – for example, that ‘it’s one of those things’ and ‘it’s something that should not be talked about’.
We set out to challenge these perceptions by delivering tailored content through a range of channels that allowed us to reach the parents of at least 50% of 5-10 year-olds in the UK struggling with bed-wetting, by raising awareness of the issue through easily shareable content and inspiring action through discussion guides.
Selecting the right channels, with the right targeting allowed us to achieve the following:
- Over 500,000 people who engaged with campaign content for 90 seconds or more
- 60% of people who visited the campaign website opened the discussion guide and 57% of visitors surveyed on site reported they would talk to their doctor after viewing the site content
- Overall, we activated 26,000 people to consider seeing their doctor about the issue.
Judges’ comments
Stopbedwetting.org was a good, simple campaign with consistency. It made effective use of the tools and digital channel and had impressive stats for the intention to see a doctor. In terms of mechanics, it was a complete entry and was a strong multichannel submission. The message was particulrlay good, considering it’s a stigmatised topic.
