Femtech darling Elvie has teamed up with Milk Stork to install a breastfeeding safe space in place of its CES 2020 stand, so working mothers can easily pump and store milk on the conference floor.
The Mammary One campaign stems from the insight that 44% of women avoid big industry events because of poor lactation facilities, with only 24% of working mums calling conferences they've attended 'breastfeeding friendly'.
Calling out CES for its poor record on gender diversity and lack of breastfeeding facilities, Elvie has forgone putting its products on centre stage to turn its stand into a 'pumping parlor'
The space offers a relaxing space for women to pump, while Elvie's team of experts will be on hand to refrigerate stored milk. Additional Milk Stork pumps and tote bafs will be given to all breastfeeding mums so they can carry their milk away from the exhibition floor.
The pump and totes have been flown into the conference by Elvie's pilot 'Mamarick' and her crew onboard Mammary One, in a bid to highlight the plight of breastfeeding during industry events.
A milk shuttle will also run throughout the four-day conference. It will collect milk from lactating mums and transport it back to the Pumping Parlour for refrigeration.
“Any new mom will know that finding a safe and secure space to pump can be a nightmare, especially when they go back to work,” explained Tania Boler, chief executive and founder of Elvie.
“Finding a place to pump at CES is one thing, but then what? Moms are leaving the event and rushing their milk back to their unreliable hotel fridge. In order for women to come back to work where and when they choose, conferences and employers need to do better.”
Never one to miss the chance of making a statement at a public event, last August Elvie called upon fans to #LetFannyFly after its campaign regarding pelvic floor health was banned from sponsoring Edinburgh Fringe.
At 2018’s London Fashion Week, Elvie cast the first-ever breastfeeding model to walk a runway. Earlier that month, passers-by in London’s Shoreditch were greeted with giant, inflatable boobs.