The current status quo is that healthcare professionals are using the best available treatments to alleviate their patient’s urinary incontinence. But what they are also doing is turning a blind eye to the unpleasant side effects they are in effect prescribing to their patients. This campaign dramatises the intolerable side effects of oral treatments for overactive bladder (OAB). It was designed to jolt healthcare professionals into realising Kentera is a real alternative and they can do something different for their patients. By exposing the flaws of the competition this campaign has made doctors think about the benefits of choosing Kentera.