McCann Creates Superb Campaign For Birth Control Company To Normalise The Word Vagina

A new campaign for birth control company Annovera via McCann is making waves for its unapologetic use of the word vagina. One more time for the people at the back – vagina.

The campaign challenges the phrase “the V-word”, a phrase that makes the female reproductive system sound embarrassing and shameful.

“Let’s talk about ‘the V-word’—not vagina, but literally ‘the V-word,'”, narrates the ad.

“When we talk like that about reproductive health, we’re apologizing, so consider this an un-apology.”

The ad promotes Annovera’s birth control ring.

“It’s a new annual birth control ring. It goes in your vagina. Va. Gi. Na,” the narrator says.

“What we’ve put up with just to not get pregnant is not normal. But now there’s annual, comfortable, controllable birth control.”

https://www.youtube.com/watch?v=ShDWDzTXYgk

The campaign follows a recent trend in adland where brands are normalising health stigmas that often come with being a female.

While marketing the “unmentionable” isn’t always a smooth process, brands who are attempting to break the stigma are being applauded. Just take this recent hygiene ad which so gloriously tackles the realities of being a woman head on, from period blood to birth, female pleasure and everything in between – topics that are typically shunned in adland.