Idea

The global campaign, ‘Break free,’ was built on a powerful human insight: women with bladder dysfunction want to live life on their own terms without fear of judgement. The creative idea reframed Infyna Chic as more than a product – it became a symbol of liberation. By using real end-users and authentic storytelling, the campaign showed women breaking free from emotional barriers such as embarrassment, isolation and anxiety. The tone was empathetic, empowering and positive, supported by bold hero imagery that visually represented freedom and renewed confidence.

IMPACT

Launched globally, the campaign was activated across press, digital advertising, social media, video, a dedicated website splash page, and HCP materials. A consistent visual and verbal identity unified all touchpoints, from awareness-driving ATL assets to educational sales tools and clinical proof points. Together, these elements positioned Infyna Chic as the first-choice female intermittent catheter – discreet, credible and empowering women to live beyond the limitations of their condition.