One in seven people in Hong Kong suffer from overactive bladder, often citing that their bladder has taken control of their lives. Managing symptoms like sudden urges to pee and frequent trips to the toilet leads patients to experience feelings of shame, embarrassment, and resignation. For Astellas Pharma, we created a campaign grounded in the idea that when you look back, you want to hold on to life’s little moments by taking back the reins of your life. The creative idea was twofold: 1) emotionally connect with patients and caregivers and 2) equip people to empower them to manage their health. As a result, there was a 60% increase in sales.