New Elvie campaign tackles incontinence with ‘peeing’ billboard

As Elvie’s PR team we’re often challenged to take a fresh look at decades-old women’s health taboos. Today we’ve done just that by launching a ‘peeing’ billboard as part of an Elvie campaign to help tackle incontinence. It’s called #LeaksHappen.

Why are we doing this?

Commonly reported figures show one in three women globally suffer from incontinence. But in a recent survey, Elvie found 84% of UK women experience incontinence. Most people don’t seek help and if they do, it tends to be when symptoms are already well advanced. 

The billboard is 10ft tall and features Megan Burns, a mum-of-two from Cornwall.  Megain is working out in the gym whilst experiencing a leak. The billboard is literally ‘peeing’ water to help us raise awareness of incontinence and tackle taboos that prevent women from stepping forward and seeking help. 

Here’s a bit more detail

The bespoke billboard (developed by our pals at Kinetic) is central to Elvie’s #LeaksHappen campaign. The campaign aims to tackle taboos around incontinence and shine a light on the issue that plagues British women. 

#LeaksHappen launches within two weeks of TikTok banning a video published on Elvie’s profile, showing Madi (@maddawglifts) leaking urine while weightlifting. Classing the videos as “graphic” content, TikTok has also previously removed videos from Madi’s profile.

To show the reality of leaks, Elvie worked with a real-life sufferer as the star of the billboard. Megan Burns, a 28 year old mum of two, was worryingly advised by a medical professional to use tampons when exercising to help improve incontinence after having a baby. You probably won’t need us to tell you that this isn’t exactly a helpful treatment. 

Elvie also collaborated with Nesrine Dally, fitness trainer and the first hijab-wearing athlete to compete in Muay Thai, to highlight how women can tackle the issue head on.

Some final thoughts…


Aoife Nally, Chief Marketing Officer of Elvie, commented: Incontinence is common in women at all ages and stages of life. By censoring content that shows women experiencing urinary leaks, social media platforms are reinforcing taboos around the issue.

“Elvie’s giant ‘peeing’ billboard is bringing the issue out of the shadows and into the spotlight. 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.”

Sara Collinge, Managing Director, Don’t Cry Wolf added: “Social media networks might disagree, but the reality is that incontinence is nothing to be ashamed of. Our aim with Leaks Happen is to empower more women to open up and talk about their experiences. And what better way to do that than with a loud and proud leak on a central London billboard?” 

Kat Park, Head of PR, Don’t Cry Wolf said: “No one’s talking about incontinence and historically, press haven’t covered the issue much either. So Leaks Happen is designed to cut through the silence and kick off conversations about the issue.”

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