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
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