Poise (Kimberly-Clark) / USA / 2025Design & Packaging · Digital & Tech
Drops of Hope.
Poise turned used incontinence pads into mail-in health screening kits for women in US rural areas lacking gynaecological care.
- Brand
- Poise (Kimberly-Clark)
- Agency
- FCB New York
- Market
- USA
- Region
- Global
- Year
- 2025
The challenge
Women in rural health deserts have little access to OB-GYN services, and incontinence carries stigma.
The idea
With a biotech partner, Poise extracted dried urine from the pad's absorbent layer so women could post used pads for biomarker testing. The tests screened for conditions such as perimenopause, UTIs and kidney disease, supported by a documentary on America's health deserts.
Results
- Reached 4.5 million people across 15 states
- High-single-digit growth for Kimberly-Clark's adult care category in Q2 2025
Case study source: Activation Ideas Source ↗
