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People who walk by a new billboard in London from femtech brand Elvie might feel a little splash. The 20-foot poster “pees” on passers-by.
The stunt aims to tackle taboos around urinary incontinence and shine a light on an issue that affects 84% of women in the U.K. Elvie launched the campaign two weeks after TikTok banned a video on the brand’s profile that showed weightlifting influencer Madi (@maddawglifts) leaking urine while weightlifting.
TikTok, which has previously removed similar posts from Madi’s profile, classed the videos as “graphic” content.
Elvie wanted to show the reality of leaks, so it made a real-life person who deals with incontinence the star of its billboard.
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