This Billboard ‘Pees’ On You To Shed Light On Urinary Incontinence
Image via Don’t Cry Wolf
This brand is spraying an impactful message on a wall, and not in the same way graffiti artists do. Female tech firm Elvie has installed a 10-foot-tall billboard that “pees” on passersby to raise awareness about a condition that affects 84% of women in the UK, according to a self-commissioned study.
The outdoor advertisement, produced by brand agency Don’t Cry Wolf, sports 28-year-old mother-of-two Megan Burns, a real sufferer of post-natal incontinence. Burns is depicted working out, with real water gushing out from between her legs, drizzling onto onlookers.
Image via Don’t Cry Wolf
“Leaks happen… but they don’t have to,” the two-part sign for Elvie’s kegel trainer and app reads.
The visual hits home for Burns, who was incorrectly told by her doctor to use tampons while exercising to put a cork on uncontrolled leakage.
Elvie didn’t have to go public like that—it originally advertised on TikTok but the campaign was quickly banned for being too “graphic.”
“How can we educate about pelvic floor health if we’re too frightened to talk about leaks and too frightened to share our experiences? Or if social media censors us, labeling us too taboo, too graphic?” the brand questions on Instagram.
“Elvie’s giant ‘peeing’ billboard is bringing the issue [of urinary incontinence] out of the shadows and into the spotlight,” shares the company’s chief marketing officer Aoife Nally. “We hope it will encourage women to start speaking out about the issue and seek the help they need to solve the problem. Elvie’s goal is to empower and enable women to achieve everything their bodies are capable of.”
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[via Campaign and The Cut, images via Don’t Cry Wolf]
