U.K. femtech brand Elvie has previously used humor to tackle the subject of breast pumping, and now it's turning its attention to another little-discussed topic: postpartum incontinence.
The brand's latest campaign via Mother London is a series of animated tales about a woman called Bobo and her companion, "Bladder," who always lets her down when she tries to be adventurous. The duo might intend to go to an amusement park, or on a trampoline, or they might even just be running for a bus—but each outing ends before it begins, with Bladder shaming himself, and the two retreating to the house.
The campaign, which carries the hashtag #freefrompee, promotes the company's Elvie Trainer, a pelvic floor exerciser linked to an app that visualizes your pelvic floor movements in real time with biofeedback. The brand's research among 2000 U.K. women found that two out of three admitted they wouldn’t feel comfortable discussing their condition with their closest friends or family, and 40 per cent feel embarrassed to discuss their pelvic floor issue with their doctor—while 72 percent of women never seek treatment.