Femtech brand Elvie has launched a lighthearted campaign that promotes its breast pump, by mocking existing products on the market that make women "feel like cows." By framing an advert for a feminine health products using humour, Elvie help normalise their use, and encourage further innovation.

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?

While four-in-five expectant mums say they exercise during pregnancy, it’s difficult to find out what type of fitness regime is best for the baby – that's why there's more than 3.6 million pregnancy exercise videos on YouTube. Fit Pregnancy Club in New York is hoping to change with its prenatal fitness classes.

With more than 90% of US mums using Instagram at least once a week, parents are certainly active on Insta. But what emotional impact is it having? We reached out to four experts to understand how scrolling through squares and Stories can be a positive (and negative) experience for new mums.