| Brief | It’s a word we say often, with hushed voices, a body part we refer to with childish nicknames. But the unwillingness to say “vagina” leads to misinformation, taboos and myths. Libresse created Vagina Varsity, a month-long video campaign that educates viewers on everything there is to know about the vagina. The taboo vanished, our vagina knowledge flourished and Libresse jumped from its number 5 rank to number 4 in just two months.
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| Trama | Launching pantyliners in the extremely conservative South African market posed quite a challenge. How do we talk about a product designed to take care of an area that’s hardly ever mentioned, and when it is spoken about it’s usually in code or awkward pointing?We decided we had to get people talking about, and understanding, what the product is for. The vagina.Welcome to Vagina Varsity. A month-long, no holds-barred course to teach students everything they need to know about their vaginas, because being a vagina-haver, doesn’t make you a vagina expert. Once they signed up, the course was sent to students’ email, so they could engage with the material in private. The course consisted of video lessons and loads of extra vagina, period and product-related information. There were also weekly quizzes so learners could test their new-found knowledge, because the more you know, the less you have to fear. |