The dimensions of the problem are blurred, by the nature of the problem itself: because it is something which generates embarrassment, shame, and so we tend to hide it, not to talk about it, to pretend that it does not exist, at least outside the home, even if ignoring it is in fact impossible. Yet, investigating, the dimensions appear far from negligible. In fact, it is estimated that around 36 million people in Europe suffer from incontinence (urinary and fecal), 5 in Italy alone (3 million women and 2 men). Young people, in full working age, because incontinence can also affect them, but especially the elderly, a population where the problem reaches enormous dimensions. As reported by the 2nd White Paper on incontinence, edited by the Italian Federation of Incontinents and Pelvic Floor Dysfunctions, up to 50% of people admitted to nursing homes, for example, can suffer from fecal incontinence, and up to 75% from incontinence. urinary. So much so that, even if little is said about it, it is impossible to ignore it.
Living together and managing incontinence problems means dealing, every day, with the discomfort and embarrassment, and with the sacrifices that they bring with them: from sports, to intimacy with your partner, to going out with friends, to work, when people who are still in full activity suffer from it, simply wanting to take a walk outside the home, if the greatest ones are affected by it. Even for those who do not suffer from severe incontinence or afferent pathologies, any form of social interaction can be experienced as a discomfort. Because it is not certain that a bathroom is always available and close at hand. So that, not infrequently, the solution for the domestic partnership with the problem appears isolation, a forced withdrawal. Which can be anything but a relief: managing incontinence is not easy even at home, and everyone has different needs and problems to respond to. Directly or through the help of those who assist. Which absorbent product to use? How and where to find it? How bulky is it? How discreet is it? Does the skin get irritated? How easy is it to put it on? Is this really the most appropriate solution, or are there others? How difficult is it to go to the bathroom for someone with incontinence problems? Can he move on his own? How to best guarantee comfort and hygiene? Are there any exercises, therapies, or diets that can help manage the problem?
Some of these questions – those of not strictly clinical competence – are called to answer by all those involved in assisting and accompanying the most fragile people and the elderly, the population most affected by incontinence problems. It is above all they – family members and carers, but more generally the caregivers – who have to deal with incontinence, looking for solutions and strategies to manage the problem on the one hand, and to help erase the stigma on the other. Sometimes by mere self-taught, by trial and error, precisely by virtue of the lack of information in the field. This is precisely why the social initiative was born ‘We are there‘: to dispel all the taboos related to incontinence. Through testimonials, advice and thematic tutorials for caregivers, family members and carers, with video content and editorial insights on the dedicated website.
The project – signed by Santex, an Italian company active in 43 countries around the world – aims to make it easier to care for the elderly and frail people, providing support to those who take care of them. Primarily on incontinence, but also on the whole world of the elderly: “Like Santex, we realized that incontinence in Italy is still seen as a taboo. ‘We Are Here’ wants to break through this wall by providing information, through the direct testimony of those who face the problem every day as an assisted person or as a person who assists. Openly, in a concrete way, talking about all the issues concerning the world of people in need of assistance “, explained Giuseppina Passarella, Marketing Manager of Santex Spa:” ‘We Are There ‘ sends a strong and clear message to caregivers – be they family members or carers – and to the elderly: we are by your side, you can count on us ”. Because, to quote the video spot of the campaign – “The people you love deserve the best”.
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