Don't Cry Wolf

Client: Elvie

84% of women experience urinary leaks, yet the UK’s gender health gap prevents women from accessing treatment and social media giants censor incontinence content. So Don’t Cry Wolf launched #LeaksHappen for Elvie, designed to bust the taboo, break through the censorship and shine a light on the unexpected people plagued by the issue. We did this through a world-first partnership with the Welsh Rugby Union women’s team and a giant peeing billboard that got the public and press talking about the issue.