By Rebecca Stewart, Trends Editor

August 22, 2019 | 2 min read

Women’s health startup Elvie is no stranger to busting taboos and now it’s turning its attention to incontinence with its animated ‘Free From Pee’ campaign.

50% of women in the UK told Elvie they have signs of a weak bladder, with up to 80% being affected because their pelvic floor was stretched during pregnancy, labour or a c-section.

So, to combat the stigma and promote its smart Kegel tracker, the brand has unveiled an animated series following the adventures of a “kick-ass, fun-loving woman called Bobo and her sidekick Bladder – who sometimes lets her down.

Comprising three colourful films, the Rick and Morty-esque campaign uses gentle humour to spread the message that women facing incontinence aren’t alone and that issues can be treated.

Bobo and Bladder take on a number of adventures in episodes like ‘Giggle Planet’, ‘Trampoline Land’ and ‘Run for the Bus’. The spots were created by agency of record Mother London.

As well as selling Kegel machines, Elvie also specialises in sleek breast pumps – designed to offer an alternative to clunky milking machines.

When Elvie launched its breast pump back in September 2018, Mother created a tongue-in-cheek music video featuring four real-life mums that showed the distinction between boobs and udders.

Last week, the brand petitioned to ‘Let Fanny Fly’ after Edinburgh Fringe Festival banned its giant vagina blimp from promoting pelvic floor health at the event.


More from Advertising

View all