# Female-Specific Health Initiatives Fem-Tech Startup Elvie Launched the #LetFannyFly Campaign By Grace Mahas | Published 2019-08-14 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/letfannyfly References: [thedrum](https://www.thedrum.com/creative-works/project/elvie-letfannyfly) & [change.org](https://www.change.org/p/letfannyfly-over-fringe-festival-to-raise-awareness-of-incontinence?recruiter=991341379&recruited_by_id=13baf870-bb7c-11e9-9861-21c4ee690171&utm_source=share_petition&utm_medium=copylink&utm_campaign=petition_dashboard&utm_content=bandit-starter_cl_share_content_en-gb:v2) Elvie, a fem-tech startup, recently launched the #LetFannyFly campaign to raise awareness regarding the lack of representation of women's health issues, specifically [weak pelvic floor muscles](https://www.trendhunter.com/trends/poise-giggle-dribble-campaign) -- an issue that affects 1 in 3 women and over 80% of new and expecting mothers. The #LetFannyFly campaign hopes to [break taboos around women's health](https://www.trendhunter.com/trends/anna-leigh-waters) using humor. The initiative seeks to relate to women and make it easier for them to discuss serious matters in a lighthearted way. Elvie created a massive, vagina-shaped blimp and a pop-up titled 'The P*issing Booth' to be featured at a [UK festival](https://www.trendhunter.com/trends/home-toilet) to educate women about pelvic floor weakness. Due to issues regarding design, neither interactive marketing event was able to launch, and in response, Elvie created the #LetFannyFly campaign to bring to light unfair restrictions regarding women's health. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 93% | Activity: 94% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Key Themes Behind This Trend - **Fem-tech Innovation:** Fem-tech startups are revolutionizing women's health by addressing issues like weak pelvic floor muscles and creating innovative solutions. - **Breaking Taboos:** Campaigns like #LetFannyFly are helping break taboos around women's health by using humor and lightheartedness to encourage open conversations. - **Consumer Awareness:** Initiatives like #LetFannyFly are raising awareness among women about pelvic floor weakness and the importance of addressing it for overall health. ### Where This Applies - **Fem-tech:** The fem-tech industry is growing rapidly as it addresses women's health needs with innovative and inclusive products. - **Wellness:** The wellness industry has an opportunity to support women's health by empowering them through education and providing solutions. - **Event Marketing:** Event marketing can play a role in promoting women's health initiatives, like #LetFannyFly, by creating engaging experiences that raise awareness and encourage participation. ## Related on Trend Hunter - [Health-Supporting Female Plumbers](https://www.trendhunter.com/trends/world-continence-week.md) - [Pelvic Rehabilitation Apps](https://www.trendhunter.com/trends/hyivy.md) - [Anti-Social Media Censorship Petitions](https://www.trendhunter.com/trends/social-media-censorship.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md) - [Comedic Gut Health Campaigns](https://www.trendhunter.com/trends/the-gut-gap.md) - [Period Care Campaigns](https://www.trendhunter.com/trends/honey-pot.md) - [Female Wellness Platforms](https://www.trendhunter.com/trends/empowerrf.md) - [Empowering Bladder Leak Campaigns](https://www.trendhunter.com/trends/poise-giggle-dribble-campaign.md) - [Period-Friendly Fitness Policies](https://www.trendhunter.com/trends/workout-cancellation-fees.md)