NAFC launches campaign on choosing better absorbent products

The National Association for Continence has started a two-month education campaign in September and October to help people with bladder and bowel leakage choose absorbent products that fit better and perform more reliably. The effort, backed by NorthShore Care Supply and CDC support, aims to reduce confusion and improve day-to-day comfort, skin health and confidence.

Why it matters: - Millions of people rely on absorbent products as part of incontinence management, either alone or with other treatments. - Better fit and performance can help reduce leaks, odor and skin issues, while improving sleep, activity and confidence. - Product selection is often confusing because package labels are inconsistent and the highest absorbency is not always the best match. - NAFC's 2021 patient survey found nearly 80% of respondents tried at least three products before finding one that worked. - More than one-quarter of survey respondents tried seven or more products. - In the same survey, 97% of respondents rated product design and effectiveness as important or very important.

What happened: - The National Association for Continence launched a two-month education campaign in September and October. - The campaign is part of NAFC's We Count initiative. - The campaign is sponsored by the Centers for Disease Control and Prevention and NorthShore Care Supply. - NAFC is sharing guidance for patients, caregivers and healthcare professionals on choosing and using absorbent products. - The campaign focuses on fit, performance, skin health and everyday confidence.

The details: - Campaign resources include a consumer fact sheet on finding the right fit. - NAFC is also releasing educational social content. - The campaign includes emails for patients and healthcare professionals. - NAFC plans to publish a comprehensive guide titled The Importance of High-Performance Absorbent Products. - The resources are meant to help users and caregivers understand product choices. - The campaign also aims to encourage healthcare professionals to discuss absorbent-product needs as part of broader incontinence care. - NAFC Executive Director Sarah Jenkins said the goal is to give people clear, practical information so they can make more informed choices. - NorthShore Adult Diapers Founder and CEO Adam J. Greenberg said finding the right protection should not require endless trial and error. - NorthShore Care Supply is supporting the campaign to provide practical, judgment-free information and product guidance. - The campaign site is nafc.org/we-count.

Between the lines: - The campaign suggests absorbent products are often treated as basic supplies even though they can shape daily quality of life. - The emphasis on healthcare professionals points to a broader push to make product selection part of routine care conversations. - NorthShore Care Supply's backing aligns with its business focus on high-capacity adult diapers and heavy leakage products. - The CDC funding acknowledgment underscores public-health interest in better incontinence management, even though the release notes the content does not necessarily represent CDC/HHS views.

What's next: - NAFC will roll out additional campaign materials throughout September and October. - The comprehensive guide will be released later in the campaign. - NAFC will continue directing readers to campaign resources as they become available. - The organization says the effort is intended to help people find products that deliver better absorbency, fit and performance.