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Creative

Elvie Introduces Bobo and Bladder to Tackle the Incontinence Taboo

The femtech brand launches #freefrompee with Mother to break the silence around pelvic floor health

Elvie Introduces Bobo and Bladder to Tackle the Incontinence Taboo

Elvie aims to tackle the silence around pelvic floor health once and for all – for the 1 in 3 women living with incontinence – by launching a new campaign to help break down incontinence taboos with humour.

This new campaign from Mother, entitled #freefrompee, has three film installments starring Bobo. Bobo is a kick ass, fun-loving woman who loves going out on “adventures” but sometimes even going on the simplest ones can be challenging as her sidekick, Bladder, tends to let her down.


Bobo’s three adventures are Giggle Planet, Run for the Bus, and Trampoline Land, all relatable situations for women with incontinence. The campaign uses gentle humour to spread the message that women with incontinence are not alone – and that many pelvic floor issues are treatable.

Bladder leakage happens when the pelvic floor is weak, like any muscle the pelvic floor can be strengthened to play an important role in core stability, bladder control and intimate wellbeing. Elvie Trainer visualises your pelvic floor movements in real time with biofeedback, a mind-body technique often used by healthcare professionals for pelvic floor rehabilitation.


Elvie surveyed over 2,000 UK women and 50% said they had symptoms of a weak pelvic floor such as weeing involuntarily when they laugh, cough, sneeze or exercise. Mums particularly are at risk of incontinence, as up to 80% are affected when the pelvic floor is stretched during pregnancy, labour or C-section.

2 out of 3 women admitted they wouldn’t feel comfortable discussing their condition with their closest friends or family and 40% feel embarrassed to discuss their pelvic floor issue with their doctor. A staggering 72% of women never seek treatment.

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Client

Advertiser: Elvie

Production Company

Production Company: Mother

Illustration: Odile Brée

Creative Agency

Creative Agency: Mother

Category: Beauty & Health , Health care

Genre: Animation , Comedy