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Research shows that women feel more uncomfortable talking about their vulva than about how much they earn. If you can't say a word implies there is shame with it. 
Start-up Luna Daily created the Vulva Therapy Hotline. A tongue-in-cheek, short course of therapy designed to help the nation shake off discomfort and start feeling good about the word vulva. Made in collaboration with certified therapists, drawing from genuine exposure therapy techniques. All are injected with a healthy dose of humour. Finally, a global influencer activation, merchandising campaign, PR, and social media executions have been created to drive talkability and normalise the word 'Vulva' as any other part of our body. 
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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