Femtech model Elvie, recognized for tackling taboos about girls’s well being, is taking to considered one of promoting’s greatest levels to name out the dearth of maternal assist that many ladies face after giving start.

The corporate—with merchandise together with a wearable breast pump and a pelvic ground coach—is promoting on an even bigger scale with its first billboard in New York’s Instances Sq.. The advert places maternal well being underneath the microscope by highlighting postpartum challenges which can be usually ignored.

Elvie’s marketing campaign accompanies its first report, “The Motherload: The Weight of Restricted Postpartum Assist,” which uncovers points that girls could encounter within the so-called fourth trimester, or the 12-week interval after giving start.  The model surveyed 1,000 girls within the U.S. and located that many usually have an absence of sources whereas struggling to entry and obtain correct assist from medical doctors, employers and political insurance policies. 

For instance, 48% of respondents mentioned they thought breastfeeding could be simpler, whereas 84% of mothers skilled at the least gentle breastfeeding issues after giving start. Whereas 79% skilled pelvic ground points after giving start, simply 19% spoke about pelvic ground well being usually with their healthcare supplier in the course of the postpartum part. 

Moreover, 77% of mothers skilled at the least gentle psychological well being issues after giving start, however solely 31% mentioned they acquired skilled psychological well being assist. 

To carry consideration to the challenges of this life stage, Elvie’s billboard is purposefully easy in its inventive execution. The advert options an animation flipping by means of numerous phrases regarding points that always go undiscussed, akin to “child blues,” “bleeding,” “loneliness” and “breastfeeding.” 

“We see it as a duty as a model to empower girls additional by highlighting these points,” Aoife Zakaras-Nally, world chief advertising and development officer at Elvie, informed ADWEEK. 

Smashing taboos one metropolis at a time

Together with the billboard and report, Elvie’s marketing campaign will embody a content material partnership with maternal wellness model Motherly, social media exercise and integration with the Pores and skin Like a Rhino podcast, which is hosted by the model’s founder, Tania Boler. 

Elvie’s targets are to “make seen the challenges and complexities that girls must confront after having a child, assist garner assist to navigate these points and shut the schooling hole by exhibiting girls the sources out there,” Zakaras-Nally defined. 

Based in 2013, the London-based model is no stranger to addressing girls’s well being points which can be usually ignored in promoting and media. In 2022, it arrange a “breastfeeding bench” in locations throughout Europe, together with close to the Eiffel Tower in Paris, the place breastfeeding in public remains to be seen as taboo.