Case studies
Fondazione italiana continenza - Break the incontinence taboo
  • Fondazione italiana continenza - Break the incontinence taboo
  • Fondazione italiana continenza - Break the incontinence taboo
  • Fondazione italiana continenza - Break the incontinence taboo

Fondazione italiana continenza

Break the incontinence taboo

Context and objectives
The Italian Continence Foundation is a non-profit organisation aimed at informing and raising public opinion awareness on urinary incontinence, identifying patients’ needs, possible solutions and contributing to the enhancement of their quality of life. The communication objective is to raise awareness, to support health education of citizens as regards incontinence and at the same time contribute to the coaching of healthcare professionals.

Strategy
The communication strategy is built around and well expressed by the claim “Break the taboo” with a communication plan focused on education and understanding of the matter while making the media, the citizens, the associations, the institutions and healthcare professionals aware and sympathetic. A key step of the communication strategy is the creation of an effective and easy to understand icon around which creating the whole communication: a yellow ribbon against the taboo. The ribbon, used for the integrated communication and during the events, has been the leitmotif of the campaign through the years.

Actions
Now!PR in cooperation with Business Press, developed specific PR actions addressed to media, patients’ and others associations with links to incontinence, local authorities and various Italian hospitals. Examples are the sponsorship of Vela Solidale, the support to events as round tables and congresses on incontinence theme dedicated to citizens, healthcare professionals, media, local authorities, the management of educational events in collaboration with hospitals in the occasion of the World Continence Week and the involvement of TV celebrities supporting the Foundation publicly.
The online communication has a relevant role, as it offers the possibility for patients and relatives to have access to authoritative and complete information in total privacy.

Results
Now!PR, who developed the incontinence forum in collaboration with Corriere della Sera, collaborates with Business Press to the website www.contenuti-web.com, with over 150.000 single visitors and the download of about 3.000 informative documents of the Foundation.

Link: http://www.contenuti-web.com/showPage.php?template=istituzionale&id=1&masterPage=homepage.html