Joan London takes a rebellious approach to destigmatising the vulva with a bold campaign for its client Luna Daily’s latest ‘VULVA’ therapy line (a world first) – including projecting the word on to the chimney of the Tate Modern.
Research by the brand revealed that women felt more embarrassed about talking about their vulva than they do talking about their sex life or how much they earn, with ‘vulva silence’ also causing health issues – the proportion of women not attending cervical screenings is at a ten year high.
Joan Creative executive creative officer Kirsty Hathaway said: “As we navigated media rejections for the campaign artwork containing the word ‘vulva’ (which kind of proves the problem), we looked to the Guerrilla Girls for inspiration. The ultimate culture jammers – using their voice talent and wit to drive change for female artists. Never letting a ‘no’ get in the way of their ambition”.
She added that it was “serendipity” that they should have a show on at the moment, “So we did what any inspiring culture jammer would do, and projected our VULVA artwork onto the Tate Modern’s chimney (the fact it’s too phallic is just well, kind of perfect),” she chimed.
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Elsewhere, at the epicentre of the brand’s impactful 360 OOH campaign is the word Vulva in capital letters set in bespoke typeface.
Born from founder Katy Cottam’s personal experience using feminine hygiene products, the disruptor brand, which specialises in body care for all skin types is seeking to tackle miseducation around caring for intimate body parts.
Featuring copy which reads “Triggered? Call 0800 253 Luna” and created in conjunction with celebrity psychotherapist Anabelle Knight, the hotline is designed to provide exposure therapy to help tackle uncomfortableness with the word and destigmatise people’s associations with the body part.
“We have a huge mission trying to tackle how people are taught to speak about their bodies and Joan London are the perfect partner for us to help spread the word in the most impactful, yet compassionate way,” said Luna Daily founder Katy Cottam.
“We’re not just challenging the status quo we’re redefining how society views the word ‘vulva’ and our bodies. This campaign embodies our mission to empower women and promote open, unapologetic conversations about our bodies,” she continued.
“It’s about time that the vulva is celebrated as a natural and integral part of who we are.”
