NorthShore Takes Gold at 2026 Healthcare Marketing Impact Awards for Stigma Campaign

NorthShore Adult Diapers won Gold for Purpose-Led Campaign of the Year at the 2026 Healthcare Marketing Impact Awards, presented by Ad Age and Modern Healthcare, for its "Ending Health Stigma" campaign. PR Newswire reported the award on November 10, 2026.

Inside NorthShore's Ending Health Stigma Campaign

NorthShore is a direct-to-consumer seller of high-absorbency adult incontinence products for people with heavy bladder leaks, founded in 2002 and based in Libertyville, Illinois. The campaign launched in January 2026 and was created in-house. It placed the words "ADULT DIAPERS" in large type on 14 billboards across seven U.S. markets and sponsored professional baseball radio, including season-long deals with seven teams plus Boston programming.

The company's first national TV commercial, "The Golden Age of Thin," launched online in June 2026 and expanded to national cable in July on CNBC, CNN and Fox News. It drew on NorthShore-commissioned research from PDG Insights in which more than 90% of incontinence-product buyers said they would choose staying dry over a thinner, more discreet product. The Hero Club, which invites customers and caregivers to share their experiences, has received more than 500 story submissions.

"We're grateful to Ad Age and Modern Healthcare for this recognition, because every time adult diapers are talked about openly, more people realize they aren't alone," said Adam J. Greenberg, Founder and CEO of NorthShore.

NorthShore's Marketing and Manufacturing Moves

According to akta.pro company records, NorthShore launched a national marketing campaign for the 2026 baseball season sponsoring in-game radio broadcasts for six professional baseball teams, with billboards across Chicago, New York, Boston, Milwaukee and Chattanooga. The same records show a March 2026 corporate social responsibility partnership with the Northern Illinois Food Bank tied to Chicago Cubs performance, with donations for every steal and triple. NorthShore also expanded U.S. manufacturing capacity in 2026 as part of a supply chain investment in the adult incontinence category.

Earlier Steps Toward the Award

In June 2026, NorthShore used baseball radio sponsorships and national billboards during World Continence Week to normalize the phrase "adult diapers," PRLog reported. The company hosted its first-ever customer celebration weekend, NorthShore's Day Out, in Chicago on July 18–19, 2026, with an architecture river cruise, a Cubs game at Wrigley Field and a warehouse tour for Hero Club members, according to PR Newswire. In October 2026, NorthShore launched GoSupreme Max, a pull-up style adult diaper designed to hold up to three full bladder releases and provide up to 10 hours of overnight protection, PR Newswire reported.

What Comes After the Gold Award

The campaign's national TV spot expanded to cable in July 2026 on CNBC, CNN and Fox News, and NorthShore's Day Out brought more than 40 Hero Club members and Care Crew ambassadors to Chicago across two weekends in summer 2026.