Office:
London
Client:
Luna Daily
Campaign:
Vulva Therapy
Nothing’s cheaper than a loud idea. Like this one for Luna Daily.
A bold OOH and social campaign with a twist.
Challenger body wash brand Luna Daily has great distribution in Boots and Sephora, but is dedicated to building a brand that matters. Well, the first step of mattering is to get people talking — which isn’t always easy on a limited budget. Thankfully, Luna is unafraid to be bold when it matters.
Fact: Women would rather talk about their salary or sex life than their vulva, which drives misinformation and lack of treatment.
We thought… if people are afraid of the word “Vulva,” let’s expose them to it.
For the sake of physical, sexual and mental health for women, we needed to get the UK, and even the world, comfortable with the word “vulva.” So we tapped experts and got working.
We created the Vulva Exposure Therapy Hotline
— a psychology-based hotline to get people comfortable with saying the word “Vulva” — all in a tongue-in-cheek way. And we did it in partnership with one of the leading doctors in exposure therapy. Then we plastered London with outdoor and social, putting VULVA everywhere and driving attention to the hotline.
We even projected it onto the very phallic Tate Modern tower, including evocative audio repeatedly saying the word “Vulva.” It got some attention.
With zero dollars spent, we had over 1M organic social impressions in under 2 weeks. There was a 27% brand lift. And UK searches for “vulva” increased by 35%