Femtech brand Elvie has used a 20ft “peeing” billboard to tackle taboos around urinary incontinence and call out social media platforms for censoring posts on the issue.
Out-of-home (OOH) specialist Kinetic developed the bespoke billboard for the #LeaksHappen campaign showing 28-year-old mum of two, Megan Burns from Cornwall, experiencing a leak while exercising.
Elvie found in research that 84% of UK women experience incontinence and globally this number is put at one in three women.
The OOH campaign launches within two weeks of TikTok classing a video on Elvie’s account as “graphic” content for showing a weightlifter, @maddawglifts, accidentally peeing while weightlifting.
The bespoke billboard (pictured, main image) is located in east London by Commercial Street and Quaker Street.
Videos and images of the billboad will be shared across Elvie’s channels alongside stories from women involved.
Aoife Nally, chief marketing officer of Elvie, said: “Elvie’s giant ‘peeing’ billboard is bringing the issue out of the shadows and into the spotlight.
|”We hope it will encourage women to start speaking out about the issue and seek the help they need to solve the problem. Elvie’s goal is to empower and enable women to achieve everything their bodies are capable of.”
Elvie currently has four products on the market in the UK including the Elvie Trainer which is featured in this campaign.
Agency Don’t Cry Wolf was responsible for strategy, creative and PR execution of the campaign along with Elvie’s in-house team.