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  • Sarah Hyland

Milking My Ladies


A nice pair of Belgian buns. Just like mother makes.

Any woman who has expressed milk using a breast pump, will be unsurprised to learn that this technology is based on cow lactation systems i.e. a multi component, clunky, noisy, restrictive and sometimes painful pump. Any modesty issues around breastfeeding a baby in public is magnified 100 fold by having to express. The anxiety of inadequate letdown in a toilet cubicle at work, quite apart from the equipment palaver, is likely to cause women to stop feeding earlier than they may have done otherwise.


And that sucks.


Enter the Fem Tech movement which begs the question : why should chicks put up with archaic design or pink spin-offs (remember Bic pens ‘For Her’ in 2012?) when there are self-driving cars in the world.


The fine people at Elvie in Great Britain have acted on insights long understood by nursing mothers and launched a silent, cordless, wearable breast pump that slides into mother’s bra as she goes about her day. A simple but life changing reversal in design concept, where the device moves in to meet the breast, rather than the girls coming out to suit the pump.


And, because it is 2018, it comes with an app and a killer TVC.


Humour, candour and fearless demonstration make this a compelling and potent campaign. Watch it here


As a veteran three time breastfeeder from the noughties, to me the Elvie pump represents mobility.


FemTech when executed like this - with the user experience leading the design - leads not only to better feeding, but also better data based on our collective biology. That can lead to improvement in our lives. We can move toward proper valuing of women's lived experience instead of viewing it as mysterious or irrelevant. It can open the conversation with men about our experience of motherhood.


Ultimately, it gives women agency and better control over their health, their happiness, and their futures.


And that, my ladies, is the true beauty of FemTech.

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