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  • The influx of new technology is helping women talk about their body issues
  • The influx of new technology is helping women talk about their body issues
    Allyson Weislogel (2018) ©
REPORT

How is FemTech changing attitudes to female health?

FemTech is a booming market both in the UK and worldwide. Inherently feminist in its values, its success has shown a real willingness to open up the discussion about female health and wellness. As it continues to grow, how is technology helping women solve issues that have long felt ignored?

Location United Kingdom

Scope
A group of women dance around a cow whilst breastfeeding and sing “in case you had not noticed, these are not udders, they’re my boobs”. Humorous, plain talking and political. Elvie’s latest advertising campaign for its new digital breast pump, which launched in September 2018, reflects many of the values now synonymous with the success of FemTech and how startups in this sector speak to their audience.

“We are 100% a feminist brand,” says Tania Boler, CEO at Elvie. “There’s definitely a sense of anger that we’ve had to put up with such bad products for so ...

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