A Gentleman’s
Agreement
A direct-to-patient campaign for Laborie’s Optilume Stricture. Built around recognition, dignity, and the conversations people find difficult to start.
Watch the campaignLaborie · Optilume Stricture · Direct-to-patient campaign · 2026
166%
lift in sales for Laborie’s Optilume omnichannel launch.
Recognition first
Start with the person
We interviewed real patients and built the creative around their perspective. The story starts with daily life, rather than a device specification.
Respect the silence
The campaign uses grit, resolve, and a familiar voice to make a difficult subject easier to approach. No jargon, no shame.
Give the idea room to work
A campaign platform and messaging system carried into pre-roll and social films, posters, digital creative, direct mail, and landing pages.
We took a risk and it paid off
“Peeing used to be a pit stop.
Now it’s a plan.”
One of the campaign’s headlines. A moment someone can recognize before they hear anything about the product.
Placed where the moment happens
Urinal and bathroom print posters anchored our OOH campaign across high traffic spots in multiple markets.
One campaign
Many points of contact
Client and audience
Laborie, Optilume Stricture. A direct-to-patient campaign for men 55+ living with urethral stricture.
Turndown’s role
Creative strategy and direction, campaign platform and manifesto, messaging, copywriting, art direction, and production.
The work
Three 30-second films, bathroom posters, social creative for Meta and Reddit, native display, static banners, direct mail, and landing pages.
More work
A difficult subject
deserves a thoughtful story
Let’s explore what people don’t get. We’ll figure out what needs to happen next.
Talk it through