Here's How Astronauts Are Helping Kids Feel Brave About Bedwetting
Kids who wet the bed often feel ashamed or embarrassed. But in a new campaign from Goodnites, retired astronaut Scott Kelly is helping to change that narrative and support kids — one space walk at a time.
Mission Dry is a new campaign from Goodnites, the #1 nighttime underwear¹ brand, that takes a bold approach to the topic of bedwetting. The campaign aims to help destigmatize bedwetting by reframing the role of nighttime underwear for kids.
Goodnites launched a campaign film featuring retired astronaut Scott Kelly and released it on May 5 in honor of National Astronaut Day. The cinematic work brings courage, curiosity and compassion to an often sensitive subject. In the film, Kelly, who spent nearly a year in space, reassures a young crewmate who accidentally 'goes' in his suit while on a space walk, reminding him, 'No one's famous for what they do inside the suit — only for what they do beyond it.'
The story may be set in space, but its message is grounded in reality: About 1 in 6 kids ages 3–12 in the U.S. experience bedwetting. And for those kids, hearing empathy and encouragement from a hero like Kelly can be a game changer. The campaign makes it clear that even heroes need support sometimes. The film draws a direct and comforting parallel between the absorbent tech in astronaut suits and the protection Goodnites nighttime underwear provides to help kids sleep through the night with confidence.
The Mission Dry campaign, created in partnership with creative agency GUT New York, doesn't aim to sell nighttime underwear. It aims to shift the way we talk about bedwetting, from something embarrassing to something that builds resilience. 'This campaign is about using creativity to shift perceptions,' said Luiz Sanches, global chief creative and design officer at Kimberly-Clark. 'Not just of our product, but of what it means to be a kid navigating challenges with courage.'
In addition to the film, Mission Dry launched with an educational STEM-inspired activation experience featuring Manju Bangalore, a physicist and scientist-astronaut candidate. Kids were invited to try hands-on activities, all while being reminded that needing a little help at night doesn't make you any less brave during the day. The experience was turned into an educational video teaching families and caregivers about the topic.
Because when you reframe nighttime accidents as part of a bigger journey, even bedwetting becomes a launchpad for growth.
¹Youth Pant Category Share Data
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