The "Say Yes Summer" initiative centers on a weekend of public activities, including a Chicago Architecture Center river cruise and a Cubs game at Wrigley Field. Rather than focusing on medical management, the event aims to demonstrate the efficacy of NorthShore’s products in real-world environments. The company asserts that the core issue for most users is not the condition itself, but the lack of adequate products, as mainstream options are typically designed for light leakage rather than the heavy protection required by many patients.

Adam J. Greenberg, founder and CEO of NorthShore, notes that the event also serves as a gathering for the "Hero Club," a community of caregivers and users who share their experiences to combat the stigma surrounding incontinence. With an estimated 100 million Americans living with bladder conditions, the company intends to highlight that effective management is possible. The campaign continues through August, concluding with a sponsored 5k/8k run in Salem, Massachusetts, further reinforcing the message that incontinence need not be an obstacle to an active life.