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The hardest conversation about women's health begins with a single word.
If saying 'vulva' still feels uncomfortable, it says more about the stigma surrounding women's bodies than the word itself. Because if we can't say it, how can we talk openly about our health?
To help normalise the conversation, Luna Daily launched the 'Vulva Therapy Hotline'—a tongue-in-cheek audio experience inspired by real exposure therapy techniques. Created with certified therapists and infused with humour, it gently encouraged people to say the word out loud until it no longer felt awkward.
The campaign extended beyond the hotline through influencers, PR, social content and merchandise, turning one simple word into a global conversation.
Because the first step to normalising women's health is simply saying its name.
To get the word out about the hotline we painted the town vulva. Using a bespoke VULVA typeface that was unmissable in OOH and specifically designed to trigger passersby's discomfort with the word.
If you call you engage with five prerecorded “therapy sessions” that use techniques and principles from so-called “exposure therapy”—which involves confronting that which you fear. 
After London our campaign landed in the heart of New York City. 
All of this put the word VULVA on everyone’s lips.
CREDITS
ECD: Kirsty Hathaway
Co-Founder: Jaime Robinson
Co-Founder: Lisa Clunie
Copywriter: Fiona White
Art Director: Michele Bona, Thom Farrall
Typography Designer: Raissa Pardini
Designer: Marc Donno
Founder: Katy Cottam
Media Agency: Rock Soup Media
Media Partner: Rock Soup Media
Audio and Post-Production: Sonic Union
Post Producer: Rob Ballingall
Voice Artist: Becca Farrell-Hare
Managing Director: Tom Ghiden
Managing Partner: Charlotte Coughlan
AWARDS
1 x The One Show Award 2024 - Health & Wellness / Radio & Audio - Merit
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