De-stigmatising continence.
Nundies, a leading Australian continence brand for children aged 4–12, is helping families move conversations around children’s continence challenges in a campaign via Kiindred.
The campaign is informed by the Quiet Confidence Survey, which captured the experiences of parents with children aged 4–12 navigating bedwetting, daytime accidents and other continence challenges.
64.9% parents said they do not feel comfortable speaking about their child’s continence challenges openly, while more than half believe there is still stigma attached.
Kiindred founder Emmy Samtani said the research revealed the emotional weight many parents are carrying behind closed doors.
“For children, the impact can reach well beyond the practical realities of extra washing, spare clothes or disrupted nights,” said Samtani.
“The survey found that 37.7% of children experience low confidence and 31.9% feel different as a result of continence challenges. Half of parents said their child has avoided social situations, showing how these challenges can affect everyday childhood moments and family decision-making.
“What stood out in this research is how much families are carrying quietly.
"Continence challenges can shape how children feel about themselves, how parents plan, and whether families feel confident saying yes to everyday childhood moments.
"By bringing together trusted experts, real parent insights and practical content, this campaign is helping make a sensitive topic feel easier to talk about.”
67.1% aid continence challenges cause stress.
Nundies chief marketing officer David Hernandez said the campaign was created to bring more understanding to an experience many families are managing privately.
“For many families, this is not just about wet sheets or extra washing. It is the planning, the worry, the quiet adjustments, and the careful words parents reach for when their child feels embarrassed,” he said.
“Continence challenges are part of life for many families, but the survey shows they are still too often surrounded by silence. That silence can make parents feel alone, and it can make children feel like something is wrong with them. Quiet Confidence is about changing that.”
Quiet Confidence is now live across Nundies and Kiindred’s digital and social channels.
50.3% of children represented have a diagnosed disability, developmental difference, medical condition or are currently being assessed, reinforcing that continence challenges are often more complex than a simple phase children will grow out of.
“Nundies exists to support children with comfort and dignity, but Quiet Confidence is about more than products,” Hernandez said.
“It is about helping families understand that continence challenges do not define a child, and that support can be practical, compassionate and confidence-building.”
