Laborie · Optilume Stricture
Laborie · Optilume Stricture
For years, they endured it in silence. We built a campaign that respected the silence, and broke it anyway.
Urethral stricture is something hundreds of thousands of men live with quietly. They rearrange their days around a bathroom, self-catheterize, and never say it out loud. Most medical device marketing meets that with a data sheet. We started somewhere harder: with the men themselves.
We interviewed real patients and built the work on their perspective, not the device's spec sheet. Emotion, grit, and the quiet voice inside a man's head. The result was a campaign platform, A Gentleman's Agreement, that shows up like a weathered friend who's been through it too, and tells you straight: it's time to end this. Not someday. Now.
▸ The Film · 3 × :30
▸ The Insight
It's the kind of decision you make with a nod, not a speech. No fanfare. No pity. Just the end of waiting.
400,000+
men in the U.S. are affected by urethral stricture every year. Most cases go undiagnosed. The condition isn't rare. It's just rarely talked about.
▸ The Manifesto
Grit. Resolve. The voice men don't say out loud.
No performative empathy. A healthy respect for their silence.
Optilume shows up like a weathered friend who's been through it too, and tells you straight: it's time to end this.
▸ The Work · Headlines
"I like to do what I want, when I want. That includes peeing."
"Peeing used to be a pit stop. Now it's a plan."
"Standing there waiting for it to start? We understand."
"Timing your bathroom breaks? Maybe it's time."
"Remember what moving on with your day was like?"
"Urethral stricture disease isn't rare. It's just rarely talked about."
▸ Out of Home
▸ Strategy Pillars
Minimally invasive. Preserves function and confidence. The work never trades a man's pride for a click.
Durable and clinically proven. The message isn't a quick fix. It's the end of the cycle.
Optilume targets the scar tissue at the source, and the campaign earns trust by saying exactly that, plainly.
▸ Credits