Urinary incontinence (UI) is a significant problem for Australian women. Affecting 1 in 3 women of all ages, this is an issue that needs to be taken seriously. When a woman is not able to control her bladder, it can affect her life profoundly. Women will often stop exercising, withdraw from intimacy, have reduced self-esteem, and avoid engaging in things they enjoy. Shockingly, a large population-based study found that 75% of affected women don’t seek help, and among those who do seek help, only 12% actually ended up receiving care1. Incontinence is highly prevalent but very treatable – and pelvic floor muscle training is the grade A, first line recommended treatment for stress, urge or mixed incontinence2. We know that you know this – but do women know this? It is our job to ensure the message is heard, understood and acted upon.