Jude: Women of a Certain Attitude

Jude wanted to become the bladder health brand women aged 30 and over trust and reach for. Its Women of a Certain Attitude campaign challenged perceptions of bladder health, with media needed to take that conversation beyond the retail shelf and into daily life.

R4 secured the campaign at 30% below market rate through its volume-based discount model, returning the value to Jude. Bringing Underground digital screens, Tube car panels and bus supersides into one campaign gave the brand access to multiple media owners through a single point of contact, with trading, planning and delivery managed together.

Planning started with the women Jude needed to reach. Using Experian Mosaic and Location Analyst, R4 identified audiences with a strong interest in health, wellness and self-care, alongside frequent shopping habits at Boots, Tesco and Holland & Barrett.

The plan connected urban wellness audiences with regular commuters and shoppers across affluent, densely populated London areas. Audience qualification considered those behaviours together, focusing investment where relevant women were most likely to encounter Jude repeatedly.

Each format had a distinct role. Underground D6s created visibility at key stations. Tube car panels gave passengers time to absorb the message during their journeys. Bus supersides extended the campaign above ground, taking Jude through residential neighbourhoods, shopping destinations and central London streets.

The aim was to build familiarity through the journeys women already made, giving Jude a consistent presence across their routines.

The two-week campaign ran from 21 September to 4 October 2026, bringing Women of a Certain Attitude to London through:

• 10 Underground D6s across Marylebone, King’s Cross St Pancras, Hammersmith, Victoria and Euston.
• 1,100 Tube car panels across the Underground network.
• 50 London bus supersides, covering areas including Chelsea, Fulham, Battersea, Clapham Junction, Kensington, Notting Hill Gate, Oxford Circus, Piccadilly Circus and Wandsworth.

R4 managed media owner coordination, artwork checks and TfL submissions, giving Jude one team responsible for bringing the campaign together. Station, in-train and street-level placements carried the same message across different stages of the daily journey, combining broad visibility with opportunities for longer attention.

The campaign brought together 1,160 advertising placements across London, with more than 21.6 million planned impacts:

Alongside the planned exposure, Jude secured a 30% saving against market rate, with multiple media owners and approval processes managed through one agency relationship.

The combined plan gave Jude a platform to build recognition beyond its stockists, placing its bladder health message within the everyday journeys of the women it wanted to reach.