Background
phs Group, the UK’s leading washroom hygiene specialist, operates across the UK, Ireland, and Spain, serving 120,000 customers in over 300,000 locations. Recognising the unmet needs of men living with incontinence, phs Group sought to address this issue by developing a male-specific incontinence bin designed to accommodate larger products.
After extensive research and consultation with relevant charities, phs partnered with Prostate Cancer UK, the largest men’s health charity in the UK. Prostate Cancer UK supports men navigating challenges such as urinary incontinence, a common side effect of prostate cancer treatments, including surgery and radiotherapy.
Prostate cancer affects one in eight men, rising to one in four among black men. Of the 475,000 men in the UK living with or after prostate cancer, many experience incontinence yet face significant stigma and limited facilities for safe disposal of incontinence products in public spaces. This often leads to stress, isolation, and shame.
The Dispose with Dignity project, a joint initiative by phs Group and Prostate Cancer UK, was launched to:
- Start a national conversation to break the taboo surrounding male incontinence.
- Advocate for legislative changes to mandate male incontinence bins in public and workplace facilities, creating dignified disposal options for men.
To advance these objectives, phs Group engaged Whitehouse Communications to design and implement a strategic public affairs campaign targeting government and parliamentary stakeholders.
Public Affairs Strategy
Whitehouse Communications developed a focused political engagement plan to raise awareness of the Dispose with Dignity campaign among key stakeholders, emphasising the necessity of male incontinence bins. This strategy was bolstered by case studies from phs customers and advocacy from Prostate Cancer UK campaigners.
Key elements of the campaign included:
- Parliamentary Engagement:
- Hosted a parliamentary drop-in event for Men’s Health Awareness Month, where parliamentarians learned about the campaign and signed an open letter to the Health and Safety Executive (HSE).
- Secured the support of comedian and presenter Matt Forde, who attended the drop-in event, amplifying the campaign’s visibility.
- Stakeholder Advocacy:
- Garnered support from over 20 parliamentarians, with 15 signing the open letter and two independently writing to the HSE, urging them to launch a consultation on the issue.
These efforts significantly elevated the campaign’s profile among political stakeholders and advanced discussions toward legislative consultation.
Outcome
As a direct result of the Dispose with Dignity campaign and Whitehouse Communications’ strategic guidance:
- The HSE committed to launching a public consultation on male incontinence bins in early 2025.
phs Group credits Whitehouse Communications for their exceptional expertise, strong government connections, and ability to drive meaningful change. The Dispose with Dignity campaign serves as a testament to the power of collaboration in tackling societal taboos and creating inclusive solutions for all.
