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.”
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.
Chief commercial officer: Dawn Halkuff,
Vice president of marketing: Kristen Landon
Senior director of marketing: Jerrold McRae
Director of marketing: Tom Moody
Marketing coordinator: Jennifer Salokar
Insights director: Julie Loving
Co-chief creative officer: Sean Bryan
Co-Chief creative officer: Thomas Murphy
EVP executive creative director: Maru Kopelowicz
Senior art director: Craig Bishop
Associate art director: Lucas Shanks
EVP, executive account director: Darla Price
Account director: Dana Markiewicz
Account supervisor: Christen Koribanics
Account executive: Chelsea Freitas
Chief strategy officer: Erica Yahr
SVP group strategy director: Anna Andreis
Senior strategist: Rosalind Mowitt
Senior producer: Katie Boyko
Spang executive producer: Melanie Cox
Director: Marysia Makowska
EVP client experience: Jamie Dowd
SVP client experience: Paddi Hurley
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]