Women would rather talk about their salary or sex life than their vulva.

This silence is driving miseducation, mass health problems, and vulva shame. 80% of women can't accurately name the vulva; 82% were taught the wrong name for their vulva; and 91% of women weren't taught about intimate care in school. All this vulva shame is causing big problems, with 65% of under 35-year-olds having gynae issues.

Our campaign confronted people head on with word "vulva" so they'd shake off their discomfort and break the cycle of silence around vulvas.

With 91% of women not taught correct intimate care in school, they go into adulthood and a sea of misinformation on how to care for their bodies. Luna Daily, a daily body wash meant to be used everywhere, even the most intimate areas, was in a unique position to tackle this misinformation, New distribution in retailers like Sephora and Boots elevated intimate care to simply... care. A body wash designed for all skin, from head, vulva, knees and toes.

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.

Luna Daily has three core values that drive the brand:

1. Expertly developed products for intimate skin and everywhere else

2. Information and resources for women

3. Connecting women to each other and themselves.

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.

Vulva Exposure Therapy was expressly designed to confront the deeply ingrained societal shame around the word "vulva." We're more comfortable talking about literally almost anything but the anatomically correct names for women's bodies.

But vulva shame doesn't just lie in women, it's taboo even in advertising a product for them. The work was rejected from some media vendors, leading Luna to take matters in their own hands, plastering London with the unignorable VULVA.

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.

With more women feeling comfortable with searching the word "vulva" and even talking about their own, they're better able to find the right information and communicate their healthcare needs.

The campaign lives on at Luna Daily's website, connecting women with valuable resources to help them talk about, and care for, their vulvas.