• by Fern Siegel , April 10, 2024

FemTech brand Elvie wants the world to learn about postpartum challenges.

Timed to its February report on “The Motherload,” in partnership with Mother.ly, Elvie's out-of-home campaign went big.

Times Square big – unveiling its first digital billboard in midtown Manhattan. The creative features a quick list of words related to the challenges postpartum women face. They include baby blues, bleeding, loneliness, breastfeeding and more in the often overlooked fourth trimester.

Additional elements of the report's marketing strategy include a paid content partnership with Mother.ly, visual elements and content posted on all Elvie integrated marketing channels, including social-media channels, and an integration on the brand’s “Skin Like a Rhino” podcast.

All ad-marketing channels lead to a landing page for the “Motherload” report featuring the survey’s findings and various educational content. The report found women could rely on family and technology. Doctors, employers and the political policy world were less sympathetic and helpful. 

Aoife Zakaras-Nally, CMO of Elvie, told Agency Daily: “This billboard is part of a larger campaign that we've been working on since 2023. Our report on maternal health in America, based on responses from over 1,000 mothers, reveals significant challenges during pregnancy and postpartum.

“We see it as our responsibility as a company to empower women further by highlighting these issues – whether it be a billboard in Times Square or continuing to create state-of-the-art female-centric technology.”

While the brand does partner with ad agencies, all the creative for the billboard was produced by the in-house creative team.

Elvie is advocating for change. “With this new research, we’re demonstrating something those mothers already know: Postpartum care in the U.S. is simply not good enough,” says Tania Boler, founder-president of Elvie.