Uncensoring Vaginas With Bodyform 

What do you do when you're already famous?! How can you reinvent your comms to propel your brand and product range back into the spotlight?

For brands with a track record for groundbreaking and impactful campaigns, the challenge to meet and evolve on the excellence of previous work is paramount!

Bodyform has a long-standing history as a challenger brand. Previous ad campaigns like Womb Stories and Periodsomnia have propelled the brand into the spotlight and built conversation around challenging topics like periods and women+'s health. 

Bodyform was looking to continue their journey as a challenger brand and put the brand at the centre of attention to generate brand power (awareness and understanding of key messages) to support brand recollection and intent to purchase. 

When we spoke to the media they said:

“I’ve pitched stories before that affect women and the editors often brush you off because it makes them uncomfortable.”

• When we looked online we found that people were being shadowbanned (penalised) for using these type of words

• When we looked at ad policies for social networks, we found that many were classifying educational women+'s health content as inappropriate 

There are significant barriers to normalise these types of topics due to self-censorship and national media and online censorship. And that's just not right, it's ok to have conversations about health in all its shapes and sizes. In fact, younger audiences are recognising and championing people/brands that speak openly and honestly about these things. 

Bodyform's brand heritage puts them in the perfect position to shine a spotlight on how censorship, in all its forms, is limiting normal conversations around women+'s health. ‘Vaginas Uncensored’ is a campaign on a mission to break taboos and reclaim the words you currently can’t say online.

Every day throughout the campaign a different word is reclaimed as we encourage society, media and social media communities to talk about these topics openly and pragmatically. 

As we released content into social media platforms and AI filters started to flag this as inappropriate, we spoke with the media, we spoke with our client and we talked openly and honestly with online communities and ambassadors about why this needs to be addressed, encouraging the nation to join us in our mission to Uncensor Vaginas. The response propelled the brand to the centre of attention. 

122K

Campain social interactions

3.7 MILLION 

Social reach

10 SECONDS

Average watch time

7154S

aPM (attentive seconds per 000 impressions) 7154s vs 2,570s industry average 

• The Mail Online and Daily Mail

• The Telegraph (online and print)

• Cosmopolitan

• Glamour

• Huffington Post

• Woman’s Hour feature driving discussion on the show

Putting Bodyform at the centre of attention by capturing and holding people's attention for long enough to generate understanding of the key messages and belief in the brand. Initial analysis is showing that people's beliefs and perceptions are being influenced with media, influencer and community responses reflecting key messages and endorsing Bodyform and its mission. 

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