Italian Continence Foundation

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Breaking the taboo of incontinence

Context and goals
The Italian Continence Foundation is a non-profit organization that aims to inform and sensitize the public about urinary incontinence, identify the needs of patients, find possible solutions, and contribute to improving their quality of life.
The goal of the communication project is to spread knowledge about this topic, support the health education of citizens in the field of incontinence, and at the same time contribute to the preparation of healthcare professionals.

The communication strategy develops around the claim “Breaking the taboo”, with an articulated communication plan focused on education and introduction to discomfort, as well as awareness of press, citizens, associations, institutions, and healthcare personnel. A key step in the communication strategy is the creation of a simple, universal, and effective symbol to visually represent the message of the Italian Continence Foundation: a little yellow bow against the taboo. The bow, which is used in all integrated communication and at events, is the key element of a campaign that has been going on for years.

In collaboration with Business Press, Now!PR has developed specific public relations actions targeting the press, patients associations, other associations linked to incontinence, local authorities, and various Italian hospitals. Examples include the sponsorship of Vela Solidale, the support with events such as roundtables and conferences on incontinence for citizens, healthcare professionals, media, and local authorities, the management of training events in collaboration with hospitals during the World Continence Week, and the engagement of television personalities to support the Foundation. The online communication activity plays a critical role as it gives patients and their family members the opportunity to access authoritative and complete information in total privacy.

Now!PR, which developed the incontinence forum in collaboration with Il Corriere della Sera, works jointly with Business Press to manage the website, This is visited by over 150,000 unique users, with about 3,000 informative documents of the Foundation downloaded.

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