Women's bodies are no stranger to the advertising industry having been used to sell anything and everything, yet rarely authentically reflecting women’s lived experiences. Femtech brand Elvie wants to change this and are aiming to reframe the conversation to take back control of the narrative around female bodies in their latest campaign “Smart Bodies”.

The campaign from Mother stars artist and breast feeding mother Eva Lazarus who has co-written a new powerful anthem championing women's bodies with the agency. The lyrics of the song reframe the cultural conversation around women’s bodies in a powerful tribute to womanhood and motherhood.

The song points to the complexity of the female body; “high tech anatomy not for taming” and how women's bodies are their own; “not an object, not a plaything.” The song is complete with choreography to accentuate the music and features women of all shapes and sizes.

“Our goal is to empower and enable women to achieve everything their bodies are capable of.” said Aoife Nally, Chief Marketing Officer of Elvie, “Elvie continues to hear from women that they want respect and recognition for their bodies no matter their size, shape or stage of life – and don’t want to be held to societal standards.”

The “Smart Bodies” campaign launched on International Women's Day (8th March) and will run on YouTube, Facebook, Instagram, VOD and TikTok, across multiple markets. The campaign follows on from Elvie’s successful, “Pumping Unplugged,” campaign also by Mother, where Elvie highlighted the freedom that a wearable, cordless breast pump brings women while encouraging an open conversation around motherhood.

“I wanted to get involved with Elvie on this new project because of the fears I had prior to becoming a mother. Normalizing all of the associated experiences of womanhood/motherhood are so important and as a new mum I found it liberating to celebrate how inspiring it is that our bodies are undeniably smart and strong,” said Eva Lazarus. “I would love women to take that away from this campaign and feel emboldened. We are magnificent!”