Vulva Therapy

Luna Daily

Made at JOAN
Senior Creatives
2025

Vulva Therapy

Women are more comfortable talking about their salary or sex life than their vulva. This silence fuels miseducation, health issues, and shame. So 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.

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

Thom + Fiona

Who?

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2025