Donate a diaper for the elderly.Each diaper will help an elderly person live a day with dignity without the shame and stigma often attached to incontinence.
Bangalore: Friends, the leading adult diaper brand, owned by Nobel Hygiene joined hands with Donate Kart- a transparent online donation platform for charities for the popular annual “Daanutsav” to start a diaper donation campaign for four old age homes across India to help them deal with incontinence.
Daanutsav is India’s largest donation drive, conducted autonomously and independently, by hundreds of volunteer groups and organizations across the country. This was the first time such an initiative has been taken up for this age group for the donation drive and was heralded by Nobel Hygiene. The old age homes who would receive the diapers would include Good Samaritans India, Omashram, The Second Chance Trust and The Earth Saviours Foundation. Each diaper will help an elderly person live a day with dignity without the shame and stigma often attached to incontinence.
Incontinence is a rarely spoken about within this age group. It has a massive physical, social and psychological impact; not just on the patients but the whole family. It is yet not addressed as an ailment itself but as a side effect of a main illness. The social stigma around the subject and the reluctance of the patients and their families to address incontinence compounds the stress.
Once acknowledged, the patient and care givers devise their own ways to deal with it which involves rubber sheets, to being chained to the bathroom. Wearing a diaper is a last resort and is a significant stress point for the age group who view it as a social barrier and for many it is still beyond reach. Nobel Hygiene aims to address the social stigma around incontinence and make it more accessible and acceptable for senior citizens to wear it with ease.
This campaign had people donating diapers towards this cause directly on Donate Kart and Nobel Hygiene matched the number and donated an equivalent number of diapers. The campaign started in mid-June 2019 and will go on till 24th January 2020. So far, 4700 senior citizens have benefitted from this campaign by getting Friends adult diapers, a total of 7050 diapers were raised, 3525 of which were raised by Donate Kart and an equivalent amount of this was donated by Nobel Hygiene.
