CALLALY

We Need To Talk About Vulvas

We led a number of integrated PR campaigns for Callaly, including the five times nominated, “We Need To Talk About Vulvas”. Callaly launched into a crowded period-care startup market and were struggling to gain share of voice. We developed a unique brand story, away from the celebratory buzz around bleeding and instead aligned with the very real, underrepresented experiences of people with periods. 

 “We Need To Talk About Vulvas” uncovered some shocking findings: 40% of 16-24 year olds wished they had a “neat, symmetrical shaped vulva” and 22% of them have thought about cutting or bleaching their own vulvas. 

In short - extreme censorship of vulvas has caused a vulva crisis. But until now, no one knew about it, because no one is allowed to tell the right story. Callaly’s “We Need To Talk  About Vulvas” set out to reverse this  damaging societal norm - to dismantle the culture of shame and secrecy surrounding vulvas, spark frank conversations, and encourage improvements in the education system.

Our educational illustrations were banned by Instagram but the campaign broke new ground, leading to Channel 4, Metro and Instagram to reinstate and show pictures of real vulva, while offering hundreds of schools, teachers and parents free educational vulva resources. The CEO of Channel 4 referenced our story as a highlight for the year while Dazed and Glamour called the campaign “groundbreaking”.