Research shows that women feel more uncomfortable talking about their vulva than about how much they earn. Moreover, this ‘Vulva Shame’ worldwide phenomenon is also causing several health and sexual issues. 60% of women cannot accurately identify the vulva, and more than 33% miss cervical screening out of embarrassment.
If you can't say a word implies there is a shame with it. From this powerful insight, we launched our campaign for the body care start-up Luna Daily to shake up the feminine hygiene category and eliminate the stigma and shame around the word ‘VULVA’.
If you can't say a word implies there is a shame with it. From this powerful insight, we launched our campaign for the body care start-up Luna Daily to shake up the feminine hygiene category and eliminate the stigma and shame around the word ‘VULVA’.
Our mission was simple: if we say the word, we'll smash the stigma! So to address this, we created the Vulva Therapy Hotline. A tongue-in-cheek, short course of therapy designed to help the nation shake off discomfort and start feeling good about the word vulva. Made in collaboration with certified therapists, drawing from genuine exposure therapy techniques. All are injected with a healthy dose of humour. Finally, a global influencer activation, merchandising campaign, PR, and social media executions have been created to drive talkability and normalise the word 'Vulva' as any other part of our body.
CREDITS
ECD: Kirsty Hathaway
Creative Team: Michele Bona & Fiona White
ECD: Kirsty Hathaway
Creative Team: Michele Bona & Fiona White
AWARDS
1 x The One Show Award 2024 - Health & Wellness / Radio & Audio - Merit
1 x The One Show Award 2024 - Health & Wellness / Radio & Audio - Merit
