Mumbai: Ever since the coronavirus pandemic has swept the world, life as we know it has changed – we are dealing with scenarios and situations that were previously alien to us. The population group among the most affected – mentally and physically – are the elderly. Urinary incontinence is a problem often faced by this section of the population and Friends, the adult diaper brand from the Nobel Hygiene family, would like to draw attention to the fact that this is a problem that cannot and should not be ignored.
Nearly 50 million people over the age of 65 years suffer from Urinary Incontinence in India. This often results in sleepless nights for them. Most are unaware of why this happens as well as how it can adversely impact their mental health as well as their families. They often tend to hide it and make excuses for it. During the lockdown, this condition faced by elders in the family has come into sharp focus. Through this video campaign, Friends Adult diapers attempt is to share just a simple step to identify the symptoms, if people look for it. Frequent usage of bathroom is a symptom and during this lockdown, people can notice it happening inside their houses.
Speaking on the campaign Kartik Johari, Vice president, Nobel Hygiene says “Through this film, we want to highlight the issue of Urinary Incontinence that is faced by the elderly in our families. The campaign educates family members to read the signs and reach out to them for help. There is still a substantial amount of stigma around this ailment in our country. It has been well documented that a majority of the accidents within this age group happen when they are in the washroom. Frequent break in the REM cycles impairs sound sleep and as a result, has a lot of repercussions on the overall wellbeing of the age group. Via this campaign, we would like to raise awareness on the condition encouraging them to recognize and seek treatment. ”
The film will be showcased on their official Facebook page @friendsadultdiaper. The concept has been put together by The Brand itself.
The team will also run an awareness campaign on the platform targeted at an age group of 25-65 since they are the caregivers
Campaign Facebook Link: