Sara Collinge News Today

The femtech brand’s chief marketing officer Aoife Nally and Don’t Cry Wolf’s managing director Sara Collinge talk to Campaign about smashing taboos.

The femtech brand’s chief marketing officer Aoife Nally and Don’t Cry Wolf’s managing director Sara Collinge talk to Campaign about smashing taboos.

Femtech startup Elvie recently shattered the taboo of incontinence by proclaiming ‘leaks happen’ with a shocking peeing billboard. People gawped and talked about its squatting, pissing weightlifter – following the campaign being censored on social media. Is humor the way to bring these issues into the light, The Drum asks Elvie and its PR agency Don’t Cry Wolf?

Elvie normalizes urinary incontinence with giant 'peeing' billboard. From PR Week

From the makers of the 'flying fanny' that ascended at the Edinburgh Fringe, this time around, Don't Cry Wolf has created Elvie, a 10-foot 'peeing' billboard to call out social media giants for censoring incontinence.

Tech brand Elvie, alongside creative agency partner Don’t Cry Wolf, is tackling the taboo of incontinence with a big, wet out-of-home (OOH) activation that aims to create an open dialogue about the topic, while also wiping the floor with social media companies that feel the issue should be censored online.

Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.