Luna Daily was founded with the mission of bringing microbiome balancing body care for all skin, even the most intimate. It's body care that doesn't "other" intimate care.

We were on a mission to de-stigmatize intimate care by de-shaming the vulva. The brief was simple: get the nation, and even the world, comfortable with the word "Vulva" and increase brand awareness of Luna Daily in a disruptive way.

The core of the idea was to get people comfortable with the word "vulva" through a free Vulva Therapy Hotline, created with genuine exposure therapy principles, and developed with celebrity psychosexual therapist Annabelle Knigh. The hotline consisted of a series of audio recordings that were an engaging and entertaining audience experience.

All supporting media drew attention and traffic to the Vulva Therapy Hotline, and the Hotline in turn led women to a hub where they could learn more information about vulvas and how to care for them.

The core of the strategy was to borrow the principles from exposure therapy, which center on facing situations that cause anxiety. We identified that many women (and people in general) feel discomfort with the word "vulva." In fact there was often a visceral reaction to it. But it's a vicious cycle - because we have discomfort, we don't use the word; because we don't use the word, we never get more comfortable. We needed people to confront their vulva fears!

While the entire Vulva Exposure Therapy campaign is intentionally tongue-in-cheek to be as entertaining as it is educational, we needed to ground it in genuine exposure therapy theory and techniques. We worked with experts, including a CBT therapist, a gynaecologist, and a psychosexual therapy expert, to inform and develop our therapy.

We created our global campaign with a free Vulva Therapy Hotline at the center. Designed to help people shake off discomfort and start feeling good about the word vulva. Real exposure therapy techniques combined with humor to create an engaging and entertaining audience experience.

We then went loud and proud in our OOH media across London and New York. We even projected the word vulva onto the phallic shaped chimney. For maximum impact, we created a bespoke typeface for the word VULVA. Designed to be highly legible in milliseconds to command the attention of passersby, triggering their discomfort, starting conversations and directing them to the vulva therapy hotline. Teamed with a bold, modern and impactful colour palette, the artwork’s ambition was to stand out in a busy and cluttered world.

PR and influencers took vulva therapy into earned, driving the important conversations and starting the journey to eradicating vulva shame.

Vulva Therapy took on a life of its own, creating talkability and earned media, and most crucially, took the first step in helping the collective address our vulva shame, and getting the world talking about Luna Daily.

The campaign drove over $1m organic social impressions in just two weeks, with zero social ad spend. UK Google searches for the word "vulva" increased by 35%.

For the brand, Luna Daily saw a 27% brand lift, and the campaign scored 92% in campaign effectiveness.