Bladder and bowel health can no longer be ignored, according to Continence Foundation of Australia chief executive, Barry Cahill.
The foundation went live with its message that incontinence is not a natural part of ageing, launching its new television advertisement last week to coincide with World Continence Week.
Continence Foundation of Australia’s latest awareness campaign shows an elderly woman slowly making her way down a street. She passes a woman on her morning run, students walking to school and a mother-of-two young children returning home from an outing.
It could be a typical morning in any suburban street, but this scene is being played out on television screens across the nation to highlight the prevalence of incontinence.
The ad aims to dispel the myth that incontinence is a natural part of ageing or an issue restricted to the elderly. While incontinence is common, the foundation insists it is not normal.
According to Mr Cahill, given 4.8 million Australians experience bladder or bowel control problems – at any age or life stage – any one of the characters captured in the television ad could be affected.
“One of our main priorities is to raise community awareness about bladder and bowel health and the prevention of incontinence. Even small lifestyle changes to improve general wellbeing can make a difference,” he says.