Goodnites builds a language for bedwetting

With the help of McCann for World Autism Day, nighttime underwear brand Goodnites has launched this impactful campaign to help Autistic and non-verbal children express their needs and feelings around bedwetting. 

At the heart of the initiative is this affecting, honest and sensitively-directed short documentary helmed by Sara Nesson through ClickOn Media. Through the words of real families, it depicts the particular difficulties non-verbal children face in explaining what happened, how they feel, or what they need next. 

With these struggles in mind, the brand created the Language of Bedwetting – the first complete Augmentative and Alternative Communication (AAC) system designed to integrate seamlessly into AAC apps, and fill the gap by introducing a comprehensive symbol system of pronouns, verbs, adjectives, nouns, and phrases. 

The additional vocabulary system aims to transform an isolating experience into one that non-verbal children can finally express, empowering them to share what happened, how they feel, and what they need in their own words, through their own AAC app.