Poise, Busy Philipps partner on ‘Takes Poise’ campaign
Poise is looking to make the realities of taboo health topics something that should be discussed out in the open.
To do so, the feminine hygiene brand is partnering with actress Busy Philipps on the “Takes Poise” campaign, which looks to spark honest conversations to help demystify leaks, banish bladder leakage insecurity, and combat isolation through a community and access to solutions.
“In reducing the stigma associated with bladder leakage conversation, we hope to foster knowledge around the topic and ultimately help women better understand bladder leaks – what they are and why they happen,” said Sarah Paulsen, creative and design director for Kimberly-Clark's North American feminine-care brands. “We're doing this by partnering with other trailblazers, like Busy Philipps, and by aligning ourselves with like-minded partners, like the Association of National Advertiser's (ANA) SeeHer, the industry's leading global movement to increase accurate portrayals of women and girls in advertising, marketing, media and entertainment.”
Philipps discussed her partnership with the brand through a post on her Instagram account.
View this post on Instagram
Women go up against unrealistic expectations every day and feel ashamed to talk about them, even when they’re health related. So I teamed up with @poisebrand to call B.S. There are plenty of not-so-glamorous aspects of womanhood no one talks about – like pee sneezing in the middle of a meeting - which 1 in 3 of us experience. Wish I would’ve known that I wasn’t alone postpartum (and that I didn’t need to carry extra leggings around ALL the time). Let👏 stick👏 together👏 because #ItTakesPoise to conquer unrealistic expectations and stigmas. #ad
In addition, over the next five years, Poise will be investing $1MM in initiatives that aim to combat unfair norms for women and supporting them through funding and exposure.
“Kimberly-Clark has been a member of SeeHer since it launched in 2016. Our goal is to build upon that relationship and work side-by-side to support women in all aspects of life, including when it comes to managing bladder leakage,” said Paulsen.