Over 3.3 million Canadians have an overactive bladder – or OAB. Symptoms include urgent and frequent urination, incontinence, and nocturia. OAB can be treated if it’s diagnosed. But for the millions of people who don’t know they have it, adaptive behavior forces them to plan their lives and daily activities around the closest bathroom.

Living with undiagnosed OAB creates a profound psychological burden, filling sufferers with FEAR, DREAD, PANIC, and SHAME. Patients described it as feeling “trapped” or under “house arrest.” They feel like OAB follows them everywhere. And they are afraid to confront it. So we tapped into the film world of psychological thrillers to show them how.

The Stalking Toilet campaign created empathy and provoked action, relying on familiar filmic tropes to disrupt and engage. By positioning the toilet as an unwelcome guest in their lives, we encouraged undiagnosed OAB sufferers to see how much it weighs on their minds and that it’s time to overcome FEAR, DREAD, PANIC, and SHAME.