Advertising pantyliners in the extremely conservative South African market posed quite a challenge. How do we talk about a product designed to take care of an area that’s hardly ever mentioned, and when it is spoken about it’s usually in code or with awkward pointing?
We decided we had to get people talking about, and understanding, what the product is for. The vagina.
Welcome to Vagina Varsity. A month-long, no holds-barred course to teach students everything they need to know about their vaginas, because being a vagina-haver, doesn’t make you a vagina expert. Once they signed up, the course was sent to students’ email, so they could engage with the material in private. The course consisted of video lessons and loads of extra vagina, period and product-related information. There were also weekly quizzes so learners could test their new-found knowledge, because the more you know, the less you have to fear.
Creative Director:Brad Reilly
Art Director:Juliet Honey
Copywriter:Annette De Klerk
Digital Strategist:Kyle Duckitt
Digital Lead:Sarah Snyman
Project Director:Neray Naicker
Client Director:Roxanne Singh
Client Executive:Lorienne Platt
Hosts:Thembekile Mahlaba, Nwabisa Mda
Expert Consultant:Avri Spilka
Concept Consultant:Bongeka Masango
Production House:Zootee Studios