Astellas Tells Australia To ‘Hold On’ In New Campaign Via Wunderman-Bienalto

Astellas Tells Australia To ‘Hold On’ In New Campaign Via Wunderman-Bienalto

Wunderman-Bienalto has unveiled a new national campaign on behalf of Astellas Pharma Australia to improve the awareness and understanding of a common but hidden health issue – an overactive bladder.

Supported by a suite of arresting outdoor, airport, digital and social work, the creative executions for the ‘Hold on Australia’ campaign use pastel-coloured water balloons as a visual analogy for how people with an Overactive Bladder might feel.

'Hold on Australia' campaign (Wunderman-Bienalto)


Australians are also encouraged to learn more about the condition, test their own bladder health and discover some of the management options available at

Anna Karena, executive creative director of Wunderman-Bienalto, said: “We wanted to create a campaign about overactive bladders that wider Australia wouldn’t turn away from. In Australia, people are often not talking to their GPs about their bladder symptoms because they might be too embarrassed to.

“This campaign is designed to bring the embarrassing into a happy zone where people can feel comfortable to engage and can check their own bladder habits online.”

Rebecca Murphy, product manager of urology at Astellas, said: “Too many people think that urinary symptoms are normal, or just part of aging. They often live with these symptoms for years and just find ways to adapt their lives around them. That’s just not right!

“There are many urinary conditions, including overactive bladder, that may be causing those symptoms and many of them can be managed with help from a doctor or other healthcare professional. I hope this campaign will go some way to making wee problems easier to talk about.”

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