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Goodnites® Launches “Language of Bedwetting” the First Complete Language designed to help Autistic children express needs, wants and feelings around bedwetting

Developed with a licensed speech-language pathologist and the Autism Society of America, this free communication tool helps fill a gap in Augmented and Alternative Communication (AAC) vocabulary, giving non-speaking or minimally speaking individuals the vocabulary to express themselves around a potential nightly experience

Roastbrief by Roastbrief
April 6, 2026
in Brands, Innovation, Technology
Reading Time: 5 mins read
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Goodnites® Launches “Language of Bedwetting” the First Complete Language designed to help Autistic children express needs, wants and feelings around bedwetting
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CHICAGO, April 6, 2026 — Today on World Autism Awareness Day 2026, Goodnites®, the #1 Nighttime Underwear1 brand, announced the launch of the Language of Bedwetting, the first complete Augmentative and Alternative Communication (AAC) system specifically designed to help non-verbal and Autistic children express needs, wants and feelings around bedwetting. The free, downloadable resource is now available at Goodnites.com/LanguageOfBedwetting and was developed alongside Autism advocates, parents and communication experts.

Why This Tool Was Needed: The Bedwetting Gap in Autism 

Bedwetting is common and occurs in 1 in 6 kids2, but Autistic children are more often affected by bedwetting according to a study in the Pediatric Journal of Urology3. It’s a sensitive topic for anyone, but it’s particularly difficult for non-verbal children to explain what happened, how they feel, or what they need next. While millions of Autistic children use AAC apps to express their needs, behaviors, and feelings, one common experience lacks the specific language: bedwetting. 

AAC provides ways of communicating other than speaking. This includes tools like pictures, drawing, symbols, writing, speech-generating devices, and communication apps that help non-verbal or minimally speaking individuals express themselves. For many Autistic children who communication is difficult for, AAC is their voice. 

Designed to integrate seamlessly into AAC apps, the Language of Bedwetting fills that 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.  

“Goodnites is the leading nighttime underwear brand for children, and for many Autistic children, that need often lasts longer,” said Dan Jackson, Vice President & General Manager at Kimberly-Clark, Child Care. “We know confidence at night goes beyond staying dry — it’s also about being understood. The Language of Bedwetting helps give Autistic children the words they’ve never had, while giving families and caregivers the tools to support them.” 

“When a child can’t say what’s happening, everything gets harder — for them and for the family,” said Sydney Lima, MS, CCC-SLP, Licensed and Board-Certified Speech-Language Pathologist. “This new vocabulary set gives Autistic children the words they’ve been missing, while giving clinicians and caregivers a consistent, evidence-informed framework to support those conversations at home, in school, and in therapy.” 

Key Features of the Language of Bedwetting 

  • Developed with experts: Created in collaboration with the Autism Society of America and informed by Autism advocates, parents, and communication experts
  • AAC compatible: Designed to work seamlessly with all AAC apps 
  • More than 100 new symbols: A comprehensive set of symbols spanning pronouns, verbs, adjectives, nouns, and phrases
  • Caregiver-friendly: Simple, intuitive, and ready to implement at home 
  • Free and immediately accessible: Available for download at no cost at Goodnites.com/LanguageOfBedwetting     Who This Tool Is For   The Language of Bedwetting was designed for:  
  • Parents and primary caregivers of non-verbal or minimally verbal children who experience bedwetting  
  • Licensed speech-language pathologists (SLPs) seeking to expand functional AAC vocabulary for pediatric clients  
  • Special education teachers and ABA therapists supporting communication in school and clinical settings  
  • Pediatric occupational therapists working on daily living and self-care routines  
  • Any caregiver or clinician supporting a non-verbal or minimally verbal child through the emotional and practical dimensions of bedwetting   

The development of this new vocabulary system reflects Goodnites’ ongoing commitment to destigmatizing bedwetting and supporting children’s emotional well-being through accessible, evidence-informed tools and education — and its alignment with the spirit of World Autism Awareness Day 2026.   

The Language of Bedwetting is available to download now at Goodnites.com/LanguageOfBedwetting Families can download a printable AAC board to display in their child’s bedroom or bathroom, or upload the symbol set directly to their preferred AAC app. The new language is designed to work seamlessly with all AAC apps. 

Visit Goodnites.com/LanguageOfBedwetting to see how this project was developed alongside Autism advocates, parents, and communication experts, and how a simple set of symbols can help non-verbal and Autistic children communicate about their bedwetting. 

Follow @goodnites on Instagram and Facebook, and @goodnitesbrand on TikTok for additional resources and updates. 

1Youth Pant Category Share Data.

2Ages 3-12. 

3[Study title], The Journal of Urology, 2015. Available at: https://pubmed.ncbi.nlm.nih.gov/26052001/.

 
AGENCY: McCann New York  
Global Chief Creative Officer | Andres Ordonez  
EVP, Global Creative Partner | Danilo Boer   
Chief Creative Officer, New York | Britt Nolan  
SVP, Global Executive Creative Producer | John Bleeden  
Executive Creative Director | Marcelo Nogueira  
Creative Director | Pieter Claeys  
Creative Director | Roxane Schneider  
Assoc Creative Director | Bec Matlioski  
Assoc Creative Director | Andrea Raia  
Senior Art Director | Kate Degen  
Senior Copywriter | Sandi Spino  
Global Design Lead | Vitor Piza  
Group Design Director | Jacob Rosenburg  
Social Media Director | Joey Solis  
EVP, Global Business Lead | Zahida Subramanian   
SVP, Executive Account Director | Soraya Faber  
Account Supervisor | Claire Sams  
Senior Project Manager | Olivia Fike  
Executive Integrated Producer | Dan Roversi  
Senior Integrated Producer | Frances Edwards  


CLIENT: Kimberly-Clark 


Global Creative & Design
Patricia Corsi, Chief Growth Officer 
Luiz Sanches, Global Chief Creative & Design Officer  
Denis Kakazu, Senior Director, Global Creative & Design 
Gustavo Sarkis, Global Creative Lead 
Katie Nikolaus, Director, Global Marketing and Partnerships  
Jen Kasmarick, Director, Global Content and Production 
Sarah Paulsen, Senior Director, Global Marketing  
Leandro Crispin, Senior Design Leader, Global Design  
 
KCNA Marketing  
Andrea Zahumensky, President – North America BCC, Personal Care  
Dan Jackson, Vice President Marketing, Child Care – NA Baby and Child Care 
Joanna Tapio, Child Care Content & Connections Leader 
Fariha Jubaer, Senior Associate Brand Manager  
Eric Shamberg Senior Brand Manager, Goodnites NA BCC Child Care 
Tabitha Dosch North America (NA) Communications Associate Director 
Jessica Lutchen, Associate Director Public Relations, KCNA  
 
PRODUCTION:   
Director: Sara Nesson  
ClickOn Media:   
Paul Shirley, Co-Director/ DP   
Walker Higgins, Co-Director / DP 
Short Ribs:   
Lead Editor — Brei Monteiro  
Editor — Michael Swingler  
Producer — Livia Borjaille  
Producer — Chico de Deus  
Post Producer — Elton Bronzelli  
Assistant Editor — Rafael Nantes  
Assistant Editor — Climene Almeida  
Animation — Gustavo Brazzalle  
Animation — Caroline Kincheski  
Animation — Lívia Aprá  
Animation — Erick Lorenzzetti  
Animation — Isadora Noal  
VFX  — Diogo Castro  
Color  — Adonias Dantas  
Managing Director — Thiago Gripp  


Bogotá Studio: 
Post Coordinator: Jéssica Marques  
Compositing and Tracking: Denise Azzi, Géssica Secchi, Tiago Bahia, Kassia Oliveira, Vanessa Perotoni  


PAPA Music:   
Damian Minckas, Composition  
Ezequiel  Flehner, Composition  
Julian Minckas, Executive Producer  
Julian Gandara, Composition  
Juan Manuel Rodriguez, Composition  

Tags: "Language of Bedwetting"Autistic childrenBrandsComplete LanguageGoodnites®innovationtechnology
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