Let's Do Something

THE SITUATION:
How do you turn a brand that is burdened by taboo into something empowering for women?

WHAT WOMEN TOLD US:
We learned through research that 40% of women in the US & UK are embarrassed even saying the word “vagina.” Four in ten have never talked about their intimate health to anyone, including their doctor.

We needed to do more than just sell our intimate-health products. We needed to start a conversation that would ultimately help improve women’s self-esteem and intimate health.

THE STRATEGIC APPROACH:
You start with the facts. As part of a global brand overhaul, which began with a complete redesign of the packaging and logo, Vagisil needed a campaign that could change the perceptions of feminine health across many countries and cultures.

By educating women through straight-talk, informed by 40+ years of research and expertise, and using a playful but modern design approach, we created a campaign that rallied women around taking control of their intimate health, without shame, taboos or blushing cheeks.

At the end of the day, it's just another body part so what's the big deal? Let's do something about it.