Depend and Deion "Coach Prime" Sanders announced the US campaign Depend Wake Up Calls on June 15, 2026, for Men's Health Month. Through the end of June, people could sign up at DependWakeUpCall.com to receive one of three video text messages from Sanders. The messages encouraged scheduling a physical, offered support after a recent health diagnosis, or addressed embarrassment associated with bladder leakage.
The release links the campaign to Sanders' public account of bladder cancer and his use of Depend following bladder-removal surgery after his 2025 diagnosis. He urges men to stop delaying regular checkups and screenings. The campaign also accompanies the nationwide rollout of Depend Real Fit absorbent-underwear packaging featuring Sanders for the first time. Katie Moran, North America president of adult and feminine care, says the partnership draws on his personal experience to bring bladder leakage into open conversation and help people regain confidence. Depend describes the initiative as an effort to move the discussion away from embarrassment and toward taking action on health.