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This World Continence Week, NorthShore Covers All the Bases on Adult Diaper Stigma

Across a season-long baseball campaign and national billboards, NorthShore is betting that making the words ordinary is the fastest way to dismantle the stigma keeping millions from care.

(Green Oaks, Ill.) June 19, 2026 – 

NorthShore Care Supply Billboard

This World Continence Week, as baseball season hits full stride, NorthShore Adult Diapers® is using one of summer's largest broadcast audiences to say a phrase the category has spent decades avoiding: adult diapers. The maker of premium heavy-bladder-leaks (HBL) protection is marking the awareness week by leaning into an unconventional strategy. Its season-long baseball radio sponsorships and national billboards put the words ADULT DIAPERS in everyday life, on a simple theory: the fastest way to dismantle stigma is to make the subject ordinary.

Key facts for editors

  • Nearly 80 million Americans live with urinary incontinence or another bladder condition, and many wait years before seeking help.

  • NorthShore products are engineered specifically for heavy bladder leaks (HBL); the flagship MegaMax is tested for up to 12 hours of leak-free wear.

  • NorthShore Adult Diapers has helped more than 2.5 million people with incontinence reclaim confidence, sleep, and daily independence, and holds a 4.7/5 rating across 35,000-plus verified customers.

Through this season's radio sponsorships, an opposing pitcher who loses control of the strike zone becomes a knowing stand-in for the bladder control NorthShore's products are built to handle. On Cubs Radio, a partnership running since 2023, the brand turns the bit into giving, donating to the Northern Illinois Food Bank for every Cubs steal and triple.

"Incontinence is one of the few challenges where both the condition and the tool used to manage it are stigmatized," said Adam J. Greenberg, Founder and CEO of NorthShore.

Saying "adult diapers" matters because most retail products are sold under euphemisms that perpetuate shame and isolation. What people need isn't gentler language — it's the ability to return to their normal routine with confidence and dignity. Behind the humor is a serious aim: helping people who have quietly given up travel, a full night's sleep, or an afternoon at the ballpark get those things back.

"Incontinence is very common, often treatable, and regardless, can be very manageable," Greenberg said. With the All-Star break and a home-soil World Cup summer drawing some of the largest audiences in years, NorthShore plans to keep the conversation in the open all season. People managing incontinence for themselves or a loved one can find products, sizing guidance, and seven-day support from NorthShore Care Experts at northshore.com.

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About NorthShore Adult Diapers

NorthShore® is the only brand of adult diapers and incontinence supplies designed specifically for heavy bladder leakage (HBL) — eliminating nighttime changes and worry about leaks.

NorthShore is a mission-driven consumer healthcare company dedicated to empowering people to live with the freedom and dignity they deserve. The company serves individuals who have been overlooked by mainstream brands and underserved by a culture that treats incontinence as something to hide.

Founded in 2002 by Adam J. Greenberg, NorthShore has grown to become one of the most trusted brands in premium incontinence products, helping over 2.5 million individuals, their loved ones, and caregivers. Customers regularly share stories of how NorthShore helped them return to work, sleep through the night, travel confidently, or fully re-engage with family and community life.