Challenge: The American Urological Association has an important mission—to educate men and women about highly sensitive urological issues, and help them to get treatment from a licensed urologist. Our campaign had to overcome the public silence and sensitivities surrounding urinary incontinence to motivate women to seek potentially curative medical treatment.   Objective: Shape a public service announcement (PSA) advertising and outreach campaign to change minds and motivate women to seek the care of a urologist. Produce and disseminate communications tools, such as video, audio, print PSAs, and complementary materials, including educational booklets, brochures, and referral pieces.   Target Audiences: Primarily women over 30 who would benefit from information regarding urological conditions due to pregnancy or aging.   Strategy: Reingold assessed AUA’s public relations and outreach needs and pinpointed the resources, materials, and initiatives to leverage. We crafted and directed the campaign, produced the ads, and designed the key messages, mechanisms, and mediums to educate our target audience. We created a new website, www.drylife.org, and new ways to direct traffic to the site. Reingold strengthened the AUA’s internal and external communications to support its members at every level. And above all, we tracked the campaign’s progress and measured outcomes to assure the greatest returns on the Association’s investment.   Results: Overall, an estimated 23 million households were reached through the campaign’s media outreach strategy. The Association’s 13,000 members received more calls and referrals, as tens of thousands of women sought specialists’ care.