AMV BBDO and Zenith have launched Bodyform’s latest campaign - ‘Viva La Vulva’ - in the UK (it was launched for the Swedish and Danish markets at the end of 2018).
Bodyform believes that we have lived too long in a society that has projected a myth of the perfect vulva. This has fuelled insecurities that get in the way of women having a positive relationship with their bodies. The campaign's mission is to help break down the taboos that hold women back, believing that women should never feel ashamed or embarrassed to talk about and feel good about their vulvas.
In a survey of 1000 women in the UK, Bodyform found that:
- 73% of women don’t technically know what their vulva is, muddling the terminology of female genitalia
- 1 in 10 women have had a partner comment negatively about their own vulva
- 42% of women have felt embarrassed about their vulva (increasing to a shocking 63% of 18-24 year olds)
- 27% could correctly identify ‘vulva’ as the term for women’s external genitals
- 61% believe society puts a pressure on women to ensure their vulva looks a certain way
- 47% are embarrassed talking about their vulva with friends and the same number have felt embarrassed showing their vulva to someone, like a doctor or gynaecologist
‘Wonder Down Under’ authors Nina Brochmann and Ellen Støkken, in support of Bodyform’s Viva La Vulva campaign, say: "Education and awareness can only be a positive. The more we know about our genitalia, the more we are comfortable with how it looks and behaves and more importantly the more familiar we are with its health. When we educate women, we see how much their perceptions of themselves change – and that is a beautiful thing."
There’s no such thing as a perfect vulva – they’re all unique and personal and how you want to care for it is a personal choice too. That’s why Bodyform have launched the new PureSensitive range, to give you a choice. A gynaecologically and dermatologically tested collection, designed specifically for the sensitive intimate skin with 0% common allergens, 0% fragrance and 0% dyes to help minimise the risk of skin irritation.
Traci Baxter, marketing manager for Bodyform, says: "It is our mission to breakdown the taboos that hold women back, so naturally we want to help women celebrate and own their bodies. Not only do we do this with the launch of the new Bodyform PureSensitive range which gives women a new choice in the way they care for their vulvas, but we also use our Viva La Vulva campaign to help drive education and ensure every woman feels pride in her body. Because without a positive relationship with the most intimate part of our body, we can’t have a positive relationship with ourselves."
The creative will be running across VOD, Social, Display, and e-Commerce channels.