Getting comfortable with the word vulva with Luna Daily
TLDR - watch the case study video. If nothing else, it’ll make you chuckle.
An OOH and social campaign designed to disrupt
Challenger body care brand, Luna Daily wanted to drive some big brand awareness. With Sephora and Boots locked in as stockists, the ambition was to get Luna’s mission to eradicate the Femcare space and all the connotations of ‘what’s wrong with her’ that goes with it. Luna Daily wanted to get the world comfortable with the word vulva.
Did you know… British women are more comfortable talking about their sex life and how much money they earn than they are their vulva.
This silence is driving miseducation and a health crisis. So, we turned to exposure therapy (you know, the thing you do if you are scared of spiders or something) and exposed everybody to word vulva. Because, why is an anatomically correct word causing us such shame and embarassment?
First, we went out into the wild and onto social feeds…
We even projected the word vulva onto the very phallic Tate Modern accompanied by audio repeating the word “vulva'“.
Needness to say, it stopped the crowd.
Everything lead to our Vulva Exposure Therapy Hotline — a psychology-based hotline to get people comfortable with saying the word “Vulva” — all in a tongue-in-cheek way. And we did it in partnership with one of the leading doctors in exposure therapy.
It got a tonne of press a helluva lot of social engagement and the results speak for themselves.