Thom + Fiona


Vulva Therapy
Luna Daily

Made at JOAN
Senior Creatives
2025
Vulva Therapy

Triggered by the word ‘vulva’? You’re not alone friend. 

Women are more comfortable talking about their salary or sex life than their vulva. This fuels miseducation, health issues (hello thrush and BV), and shame. So to help feminine wash brand Luna Daily combat all the aforementioned bad stuff, we launched The Vulva Therapy Hotline. A cheeky, bite-sized therapy course to help the nation ditch the stigma and embrace the word vulva. Created with certified therapists, it blends real exposure therapy techniques with a healthy dose of humour.

It nabbed a Merit at The One Show, and we got to project a giant Vulva onto the Tate Modern’s very phallic chimney.


To get the word out we painted the town vulva. Creating unmissable OOH designed to trigger the public’s discomfort with the word. 

Some media owners rejected the campaign, so we took it into our own hands and projected a giant VULVA onto London’s phallic Tate Modern.





Credits:
Creatives: Fiona White & Thom Farrall
ECD: Kirsty Hathaway
Typography by Raissa Pardini
Design by Marc Donno

Awards: 
One Show Merit

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2025