Mar 9, 2017

Mum's the word: Communicating sensitive issues

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New research published this month has shown that women often prioritise the health of others1, and delay seeking medical advice...especially if the symptoms are associated with feelings of shame or embarrassment2.

At ROAD we’ve worked with many clients that provide solutions to embarrassing conditions, think urinary incontinence, vaginal dryness and digestive problems. While the range of conditions is vast, the health PR campaigns all begin the same way at ROAD, by exploring what the end-users need, how they feel and how they want to receive information.

Making sure your messages resonate with your patients or customers is crucial with all PR campaigns, but with these sensitive issues there is a fine line between impactful and memorable communication, and dissonance.

Social Atlas is ROAD’s specialist social listening and intelligence tool that helps brands to identify key trends, network influencers, and online communities by capturing digital conversations that matter the most within your industry and to your audience. These insights allow ROAD to develop creative campaigns and messaging that truly connect with the people who matter.

To learn more about ROAD’s digital research and social listening process please contact Paul Jarman.


1.     Platt, M.C (2017). Why we need to talk about ovarian cancer on International Women's Day. 28 February 2017. Ovarian Cancer Action [online]. [Accessed 08 March 2017].
2.     Jürgensen, M., Elsner, S., Pedersen, L. S., Lückert, J., Faust, E., Rudnicki, M., & Waldmann, A. (2017). “I really thought nothing could be done”: help-seeking behaviour among women with urinary incontinence. International Journal of Research in Medical Sciences, 3(4), 826-835.
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