‘BIG DRY’ campaign raises continence awareness

BrightSky has launched a series of television community service announcements to mark Continence Awareness Week.

A series of community service announcements have launched to mark Continence Awareness Week (3-9 August).

The ‘BIG DRY’ television advertisements are set in the outback and take a light-hearted approach to the embarrassing, but serious issue of managing incontinence.

The two ads feature a pair of women and a pair of men sitting on a dusty verandah in the middle of nowhere, commenting on how ‘dry’ it is.

The announcements were produced by BrightSky Australia, a division of ParaQuad NSW which delivers continence aids and provides free continence advice.

“This campaign is critical” said BrightSky’s clinical nurse, Kylie Wicks.

“Many people are just embarrassed and don’t know where to turn to for help – when almost all cases [of incontinence] can be successfully managed.”

Incontinence is a common cause of admission to nursing homes. It is estimated that it costs the health and residential aged care system $1.5 billion each year.

Click here to see the community service announcements.

For more information about Continence Awareness Week, contact the Continence Foundation of Australia.

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