Naama Bloom, founder of women’s health company HelloFlo and the menarche marketing guru behind a string of viral first-period themed ads (e.g. “The Camp Gyno,” “First Moon Party,” and “The Period Fairy“), has lent her vagical sense of humor to help the makers of PeriCoach, a Kegel training gadget/app, bring a more grown-up lady matter – urinary incontinence – out of the shadows of shame and into the it-happens-and-it’s-ok-to-talk-openly-about-it spotlight.

Serving as Creative Advisor on this just released Leakers Anonymous ad spot for PeriCoach, Naama was joined by writer Sara Saedi who penned two memorable HelloFlo spots, including “Postpartum: The Musical.” The brand of humor this creative team brings to all stages of womanhood is second to none, and, in the case of PeriCoach, makes urinary incontinence (UI) less taboo and more relatable.

The hilarity of the spot also makes the need for a smartphone powered pelvic floor muscle training gadget that’s likened to “a Fitbit… but for your vag” seem far less bizarre and more of a legitimate consideration. Case in point, the ad caused us to go digging for more information about UI and how this “iKegel” actually works.

Considering that “1 in 3 women suffer from bladder leaks, a symptoms of urinary incontinence, at some point in their lives” and that at least 50% of us who already secretly do pelvic floor muscle exercises (a.k.a. “Kegels”) are not contracting correctly, why aren’t more of us talking more openly about this?

PeriCoachWhat’s also important to note is that the condition does not discriminate by age or fitness level. “Experiencing UI is very common but should not be considered a normal part of aging,” the company site notes.

So that’s where the PeriCoach System comes in. It uses smartphone technology to take the guesswork out of a woman’s Kegel workout by combining a pelvic floor training sensor, that you insert and squeeze against, with an app on your smartphone (Android or iOS). It provides guidance through each training session and tracks your improvement. Apparently, it’s also the first system to document results over time so they can be shared with a doctor or pelvic health physiotherapist.

We’re glad to know what we now know and are happy to have enjoyed a few leak-free lady laughs along the way.