FemTech brand Elvie is encouraging women to take charge of their pelvic floor health through the unveiling of a global social media campaign.
The campaign’s 60-second film showcases a diverse group of women testing the brand’s trainer for a pelvic floor in various scenarios, accompanied by a catchy strapline: ‘It’s as simple as ease, squeeze, relax and repeat’.
Produced by Untold Fable, Elvie’s campaign will run across socials in the US and UK, serving as an informative guide on how to use the product, as well as highlighting the physical and emotional benefits the trainer can provide.
Directed by Emily Anderson, the film combines a mixture of live-action and 3D animations to demonstrate the trainer’s placement in the body and how it works, with an aim to empower and break the stigma associated with women’s pelvic floor health.
Described as a cutting-edge piece of technology, Elvie lists the benefits of a strong pelvic floor including better bladder control, stronger and longer-lasting orgasms and faster prenatal recovery.
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According to Elvie’s creative contractor, Tessa Cartledge, there is a lack of education and understanding regarding the pelvic floor, with 46% of women experiencing pelvic floor dysfunction without taking any action to address the issue.
“With a bold, high-energy approach, our campaign doesn’t linger on the negative connotations of incontinence but reframes it,” added Cartledge.
“In a move unlike anybody else, we wanted to explicitly demonstrate what this looks like internally, to eliminate any barriers to use. Untold Fable helped us on this journey, sourcing incredible and diverse talent to bring our idea to life.”
In addition to the advert, Untold Fable has created a second film that provides behind-the-scenes perspectives and sheds light on diversity issues in the advertising industry.
The content production company, established in 2021 with a mission to increase diversity both in front and behind a camera, drew upon its global network of production talent, presenting 40% BIPOC and over 70% females across cast, crew and the team on this project.
Untold Fable Head of Production, Becci Ride, added: “Every one of us was equally and deeply invested in the work, because we were on a shared mission: to dismantle stigmas surrounding women’s health, and to craft an authentic story with diverse production talent.
“Our director created stories with an authentic female gaze,” Ride concluded.
