It’s time to talk about peeing yourself. That’s right. It’s a taboo not a typo.
Elvie challenged us to raise awareness around incontinence – which affects one in three women and up to 80% of new and expectant mums – and create a brand moment for Elvie’s pelvic floor trainer. The thing is, no-one really loves to talk about wetting themselves. So we needed something clever, and a little bit cheeky, to help us start a conversation, challenge taboos, and deliver an educational message that encouraged women to seek help.
Incontinence affects one in three women, negatively impacting their quality of life. But our research showed that a whopping 72% of women aren’t seeking treatment, mainly because they’re embarrassed to share their experiences. It’s a well-known fact that humour is like kryptonite for taboos. So we decided to head down to Edinburgh Fringe to fly the incontinence flag, or the ‘Fanny flag’ to be more precise.
Our plan was to sponsor the Fringe festival with our campaign, ‘Pissing Yourself Laughing’. The campaign featured an educational pop-up called the Pissing Booth and a 19 ft blimp called Fanny. To our surprise, at the last minute, Edinburgh Fringe pulled the plug. They told us that our pop-up wasn’t ‘suitable’ and that our blimp didn’t have permission to fly in the City Centre. With less than ten days before we were due to launch our campaign, we were left without a place to rest our… Fanny. No laughing matter.
People love an underdog. Where there’s a will there’s a way. And when it comes to tackling taboos around women’s health, people are willing to talk if you give them a cause to get behind. We even went and won 2020 Best Low Budget Consumer Campaign award at the PRCA National Awards.