“Prevail Proven” is a campaign for Prevail by First Quality that uses straightforward language and a conversational approach to normalize the discussion around incontinence. We worked with better_ and tlsimonPR to create this campaign that meets people where they are, using common-place language, real-life situations, images, and graphics that feel fresh and “of the current moment.” Through Instagram snaps, Google searches, and text exchanges, the language sets the tone, and the high performance and innovative technology create the impact. It is what sets it apart from its competition and assures consumers that they are making the best choice for their needs. In addition to a robust social media strategy, we created billboards, magazine ads, YouTube video ads, and animated gifs. The campaign was delivered with guidelines for the client’s internal marketing team; it included custom-made icons, graphics, and a gradient alphabet.