No stranger to controversy, femtech brand Elvie regularly makes headlines with impactful campaigns and stunts designed to challenge taboos around women’s health.
Its wireless breast pump was launched on the London Fashion Week catwalk, causing a stir that saw the product sell out in minutes. But, Elvie is best known for its issue-led campaigns.
In 2018, Londoners were stunned when giant inflatable boobs graced the capital’s skyline, prompting public debate about the right of mothers to breastfeed in public without shame or embarrassment. Each one up to 6m tall, the boobs, in diverse shapes and skin tones - complete with stretch marks and nipple hair – went viral with the stunt’s hashtag #FreetheFeed and reached millions via more than 100 press articles.
This year, Elvie’s attention shifted onto stress incontinence – something that affects up to 1 in 3 women. When the brand’s planned educational campaign for Edinburgh Fringe was banned for depicting images of vaginas, Elvie took a bold stand. Within just two weeks, Elvie commissioned an 18ft vagina blimp, defiantly flying it from a nearby sheep farm. A Change.org petition demanded that the council and Fringe #LetFannyFly, meanwhile social media and nationwide press drew millions of eyeballs via 218 articles and 8.4m social media impressions.
While Elvie’s products are ground-breaking and empower women in their own right, the brand is more than just disruptive technology, it’s part of a movement. And that movement is dedicated to challenging the status quo with frank conversation and education.