NorthShore described its baseball-radio sponsorships and national billboard campaign in a June 19, 2026, announcement marking World Continence Week. The company is using the words adult diapers in everyday advertising, saying that making the language familiar can help reduce the stigma surrounding incontinence and the products used to manage it.
The radio campaign runs through the baseball season and uses an opposing pitcher's loss of control as a humorous reference to bladder control. On Cubs Radio, where the company has been a partner since 2023, NorthShore donates to the Northern Illinois Food Bank for every Cubs stolen base and triple.
Founder and CEO Adam J. Greenberg says euphemisms can reinforce shame and isolation, and describes the campaign's aim as helping people regain confidence in ordinary activities such as travel, sleep and attending a ballgame. NorthShore planned to continue the message throughout the season, linking the advertising to its products for heavy bladder leakage, sizing information and seven-day customer support.