WE CREATED A therapy hotline

to tackle the stigma around the word 'vulva'.
 Joan Creative x Luna Daily
“If you can't say a word implies there is a shame with it".
From this powerful insight, we launched our campaign for the body care start-up Luna Daily to shake up the feminine hygiene category and eliminate the stigma and shame around the word ‘VULVA’. Research shows that there is a miseducation around the female body where women feel more uncomfortable talking about their vulva than how much they earn. Moreover, this ‘Vulva silence’ worldwide phenomenon is also causing several health and sexual issues. 
Our mission is simple: if we say the word, we'll smash the stigma!
So to address this, we 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 humor. Finally, a global influencer activation, merchandising campaign, PR, and social media executions have been created to drive talkability and normalize 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.
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
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