Aims Our goal was to identify which women participating in an educational workshop on incontinence were most likely to benefit from it. Methods We included women aged 65 or older, living in the community, and not treated for incontinence despite reporting urinary leakage at least twice a week. The workshop's aims were to change beliefs about accepting incontinence as a normal part of ageing, explain that incontinence is not irreversible, and that solutions exist. We performed structured interviews at 6 and 12 months to assess impressions of improvement (PGI‐I) and changes in both continence (ICIQ‐FLUTS) and quality of life (I‐QOL). Results The analysis included 392 women, 39% aged 80 or older and 57% with daily urinary incontinence. Twelve months after the workshop, 16% of women were “much better” (PGI‐I); factors associated with impression of improvement were refusal to believe that incontinence is part of normal ageing at baseline and improvement of urinary symptoms. The median improvement was 4 points on the ICIQ‐FLUTS and 8 on the I‐QOL. Factors associated with a clinically significant improvement in urinary symptoms were more severe baseline urinary incontinence, obesity, and starting Kegel exercises. Factors associated with a clinically significant improvement in quality of life were a poor urinary quality of life at baseline and an age younger than 81 years. Conclusions A short, inexpensive and nonmedical intervention can change the mind‐set and behavior of older women with incontinence who are not seeking care. A clinically significant improvement is possible even in women with severe symptoms.