First published: 01/08/2024
UK-based women’s health technology company Elvie has launched the next phase of its impactful #FreeTheFeed campaign, aimed at normalising breastfeeding and empowering women through innovative technology. The campaign, which debuted this week, featured singer and presenter Fleur East and a group of breastfeeding mothers taking over a London Underground train carriage to raise awareness and challenge societal taboos around breastfeeding in public.
The Vision Behind #FreeTheFeed
The #FreeTheFeed campaign is part of Elvie's broader mission to support women's health and well-being by creating radical, female-first technology. Elvie, known for its electric breast pumps and Kegel trainers, has consistently worked to break down barriers and foster open conversations about women's health issues.
“The mission that Elvie has to empower women through its cutting-edge technology is something we feel passionate about sharing,” said Nicola Burton, director at Hope&Glory, the creative PR agency recently hired to support Elvie’s initiatives. “We, with plenty more to come.”
Empowering Women Through Technology
Elvie’s #FreeTheFeed campaign is a bold statement against the stigmatisation of breastfeeding in public, highlighting the need for societal acceptance and support for mothers. By taking over a London Underground train carriage, the campaign not only grabbed attention but also sparked important conversations about the realities and challenges of breastfeeding.
“We needed an agency partner that would help deliver campaigns that are as disruptive as our products, as well as landing storytelling around the smart design and engineering excellence that goes into our smart technology products for women,” said Laura Bevan, global PR and communications lead at Elvie. “Women’s health issues are often overlooked, and some remain taboo – so a critical part of our marketing strategy is starting conversations to bring these topics into the open.”
Creative Collaboration with Hope&Glory
To amplify the impact of its campaigns, Elvie has partnered with Hope&Glory, a creative PR agency known for its innovative approach. Hope&Glory was selected after a competitive pitch process and will work closely with Elvie’s in-house team to support product and business announcements, execute creative campaigns, and manage press office functions.
“This brief sparked a huge amount of excitement within the agency, as Elvie is already so well-loved and used among many of the mums in the team,” said Burton. The collaboration aims to position Elvie as a leading femtech brand that empowers women through its cutting-edge technology.
A Disruptive Health and Lifestyle Brand
Founded in 2013 by Tania Boler, Elvie has consistently pushed the boundaries in women’s health and lifestyle technology. The company’s innovative products are designed to address real-life challenges faced by women, from breastfeeding to pelvic floor health.
The #FreeTheFeed campaign is a testament to Elvie’s commitment to not only providing effective health solutions but also to challenging societal norms and advocating for women’s rights. By bringing issues like breastfeeding into the public eye, Elvie hopes to create a more supportive and understanding environment for all mothers.
Looking Ahead
As Elvie continues to roll out its #FreeTheFeed campaign and other initiatives, the company remains focused on its mission to empower women through technology. With the support of Hope&Glory, Elvie is poised to lead the conversation on women’s health, break down taboos, and drive meaningful change.
Elvie’s efforts to normalise breastfeeding and promote women’s health are crucial steps toward a future where women can openly discuss and manage their health without stigma or shame. The #FreeTheFeed campaign is just the beginning of a series of groundbreaking initiatives designed to support and empower women across the globe.
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