I created the billboard and social images for a revolutionary 20ft 'peeing' billboard in London, aimed at tackling taboos around urinary incontinence and taking a stand against social media giants that censor the issue. The bespoke billboard, developed by Kinetic, was a central feature of the #LeaksHappen campaign, created and executed by brand activism agency, Don't Cry Wolf for their client Elvie, the leading femtech brand.

The #LeaksHappen campaign was designed to raise awareness of the taboo surrounding incontinence and shine a light on the issue that plagues British women. While it's commonly reported that one in three women globally suffer from incontinence, Elvie's recent survey found that a staggering 84% of UK women experience incontinence.

To show the reality of leaks, Elvie enlisted the help of Megan Burns, a 28-year-old mother of two from Cornwall, who is a real-life sufferer of incontinence.

The Elvie #LeaksHappen peeing billboard campaign caused quite a stir, stopping people in their tracks to pull out their mobile phones! I shot the imagery with art direction from teams at Elvie and Don’t Cry Wolf in a Ten Fitness gym just around the corner from the final billboard site on Commercial Street/Quaker Street London E1 6BJ.