Giving users and caregivers more quality time through uninterrupted sleep.

Becton Dickinson approached Norton wanting to refresh their PureWick™ Female DTC campaign. The challenge: how do we explain this innovative way to manage urinary incontinence at home, while making it more human? Our campaign focused on how the PureWick™ System makes better sleep possible, giving users and caregivers more quality time together. It was simple and supportive, respecting the dignity of the user and the delicate nature of the subject matter.