AUCKLAND, Today: Goodnites, a Kimberly Clark brand, is the go-to nighttime underwear for kids aged 4 to 12 who’ve finished potty training but still need support with bedwetting — and that’s totally normal.
One in six children wet the bed until age 12. It’s not a developmental delay or something to stress over. They’ll grow out of it with time and patience.
Even with those facts, some parents avoid buying Goodnites because of lingering stigma. That shame often stems from outdated beliefs — and it can seriously dent a child’s confidence and self-worth.
To help break that cycle, Goodnites has teamed up with FCB Aotearoa for a global radio campaign that flips the narrative — letting kids lead the conversation on bedwetting.
“The world judges people for the ages at which they do things, and parents judge children for the ages at which they wet the bed.” – Kimberly Clark
Each 90-second radio spot features a smart, confident-sounding child telling a story about their parent taking longer than “normal” to learn or do something. It gently shifts the perspective.
The message is simple: everyone moves at their own pace — and Goodnites Nighttime Underwear is here to support that. There’s no deadline on development, and no shame in the journey.
Patricia Corsi, Chief Growth Officer at Kimberly Clark said, “The world judges people for the ages at which they do things, and parents judge children for the ages at which they wet the bed.
“I love how this campaign uses this universal truth and takes an adult approach to tackle what many think is a child’s problem. Bedwetting happens, but embarrassment doesn’t have to.”
The campaign uses real kids’ voices, but to challenge assumptions, FCB and studio Eardrum used adult voice artists blended with AI. The result? Clear, polished delivery that surprises listeners.
“I love how this campaign uses this universal truth and takes an adult approach to tackle what many think is a child’s problem. Bedwetting happens, but embarrassment doesn’t have to.” – Patricia Corsi
Creative duo Gaetano Perry and Tim Thach said: “You might be thinking… A campaign of 90 second radio ads? What is this… the 90s?
“But judging how long something takes is what this campaign is all about. We’re very proud of the work, and the work we hope it will do in putting an end to something that’s been a long time coming: the stigma of bedwetting.”
FCB Aotearoa’s Chief Creative Officer Leisa Wall added, “The work in this category is typically quite childish.
“So I love how this project tackles a social stigma in a way that is sophisticated and thoughtful, made specially for the parents of bedwetters, now and in the future.”
CREDITS
Client: Kimberly-Clark
Agency: FCB Aotearoa
Chief Creative Officer: Leisa Wall
Copywriter: Gaetano Perry
Art Director: Tim Thach
Media Agency: Publicis Media Chicago
Production Company: Eardrum
Director: Ralph van Dijk
Producer: Emily Burns
Sound design: Eardrum
Sound Engineers: Myles Lowe, Madelyn Tait & Paul Taylor
Soundtrack: c/o Audio Network
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