THE WHAT? Body care brand Luna Daily has launched a campaign created in partnership with Joan London, aimed at normalizing and destigmatising the word ‘vulva’.

THE DETAILS Vulva Therapy, as the initiative has been dubbed, comprises a free exposure therapy hotline where callers can access a short series of therapy techniques to shake off societal shame.

The hotline will be supported by impactful out of home creative, an educational hub on the brand’s website and guerilla activations.

THE WHY? The misuse and fear of the anatomically correct name is leading women to experience health issues from using intimate care products incorrectly. Katy Cottam, Founder of Luna Daily, comments, “We’re not just challenging the status quo; we’re redefining how society views the word ‘vulva’ and our bodies. This campaign embodies our mission to empower women and promote open, unapologetic conversations about our bodies. It’s about time that the vulva is celebrated as a natural and integral part of who we are.”