No one likes to talk about incontinence and when advertising has had to it has done it so very demurely. Until now. Mother has smashed the silence with a series of humorous cartoons set to a rollicking music track about a kick ass woman, Bobo, whose sidekick, Bladder, has a tendency to let her down when she wants to have fun.
The campaign, #freefrompee, is for Elvie Trainer, a device that visualises your pelvic floor movements in real time with biofeedback, a mind-body technique often used by healthcare professionals for pelvic floor rehabilitation. Its three films encourage women to strengthen their pelvic floor so that their bladder “sidekicks” won’t let them down.
The campaign’s foundation is an Elvie survey of over 2,000 UK women, which found that 50% said they had symptoms of a weak pelvic floor such as weeing involuntarily when they laugh, cough, sneeze or exercise and highlighted mums at particularly high risk of incontinence, with up to 80% affected when the pelvic floor is stretched during pregnancy, labour or C-section.
2 out of 3 women admitted they wouldn’t feel comfortable discussing their condition with their closest friends or family and 40% said they feel embarrassed to discuss their pelvic floor issue with their doctor. 72% of women never seek treatment.
Creative by: Mother
Strategy by: Mother
Produced by: Mother
Illustration by: Odile Brée