Luna Daily - "Vulva Therapy"

JOAN Creative London, Royaume-Uni

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Marque: Luna Daily
Pays: Royaume-Uni

Annonceur: Luna Daily

Titre	Vulva Therapy
Agence	JOAN Creative
Campagne	VULVA Therapy
Annonceur	Luna Daily
Marque	Luna Daily
Date de première diffusion/publication	2023 / 11
Secteur d'activité	Soins de la peau
Philosophie	JOAN London, the newly opened London shop from New York’s award-winning JOAN Creative, shows their joyfully rebellious DNA with their first work. With a mission to normalise and destigmatise the word ‘vulva’, JOAN London has created the world’s first ‘VULVA’ Therapy Hotline (0800 233 LUNA) and integrated campaign for Luna Daily, a challenger body care start-up on a mission to remove the ‘feminine hygiene’ category as we know it today with their expert-developed range of microbiome balancing products for Head, Vulva, Knees and Toes™. The campaign, titled “VULVA Therapy” aims to eradicate the societal-imposed stigma and shame around the word ‘vulva’. Because this discomfort with the word is fueling vulva miseducation and shame - as evidenced by Luna Daily’s extensive research that uncovered women felt more embarrassed about talking about their vulva than they do talking about their sex life or how much they earn. To add to this, ‘vulva silence’ is also causing health issues that see one in three women not attending routine cervical screenings, citing embarrassment as the reason. A sad statistic given that cervical cancer is the leading cause of cancer in women under the age of 45 and is 99.6% preventable through screening. Tackling this issue head on, JOAN London goes bold and impactful with the campaign creative. At the epicentre sits the first ever free ‘VULVA’ hotline created in partnership with celebrity psychotherapist expert Annabelle Knight, utilising exposure therapy as a method to help actually tackle the stigma and uncomfortableness with the word ‘vulva’. To drive awareness of the societal issue with the word and of the newly released ‘vulva’ hotline, JOAN London leant into the exposure therapy thinking in their campaign execution. Creating a bold and bespoke-designed typeface that puts the word ‘VULVA’ front and centre of the artwork, this 360 campaign - running for two weeks across the UK and USA - includes high impact OOH. In response to some media owners’ rejections of the creative, JOAN London lent into their rebellious side with guerilla executions and fly postering – all complimented with a global influencer activation, merchandise and a PR and social media strategy to drive talkability. Getting the word ‘vulva’ out in a bold and affronting way across so many channels helps confront the stigma with the word and aims to start conversations. Luna Daily is a disrupter brand, specialising in microbiome-balancing body care suitable for all skin types, including the most intimate, revolutionising the outdated intimate care category. Launched in Boots stores across the UK last month and already stocked in Sephora in the US and the UK, the company’s mission is to confront the shame and discomfort associated with the vulva, which often leads to vulva miseducation and undue stigma. Born from founder Katy Cottam’s personal experiences of using feminine hygiene products that came with a “what’s wrong with her” stigmatisation, the campaign's central theme is to normalise the word 'vulva' much like any other body part. And Luna Daily's tagline, "Head, Vulva, Knees and Toes™” reflects this mission. While the campaign’s primary target audience comprises women and people with vulvas of all ages, stages and backgrounds, the campaign's overarching goal is to engage society at large.
Type de média	Affichage
Post-Production audio	Sonic Union
Chief Creative Officer / Founder	Jaime Robinson
Founder & CEO	Lisa Clunie
Directeur de la création	Kirsty Hathaway
Directeur Général	Tom Ghiden
Directeur associé	Charlotte Coughlan
Responsable de la publicité (annonceur)	Katy Cottam
Concepteur / rédacteur	Fiona White
Directeur artistique	Thom Farrell
Directeur artistique	Michele Bona
Designer / Typographer	Raissa Pardini
Designer	Marc Donno
Media planning/buying	Rock Soup Media
Post-Production audio	Rob Ballingall
Voice Talent	Becca Farrell-Hare