The campaign 'Vagina's Uncensored' from Bodyform and Tangerine Communications won Gold at The Drum Awards for Marketing EMEA 2024. It aims to encourage open dialogue about women's health by addressing social media censorship of certain words. As Bodyform celebrates its 40th anniversary, the initiative seeks to engage consumers to reappraise the brand and increase sales. With a significant portion of women+ unaware of their self-censorship regarding health discussions, the strategy focuses on breaking taboos and empowering health conversations, benefiting audiences and future generations.
Taking Content Gold at The Drum Awards for Marketing EMEA 2024 is Vagina's Uncensored from Tangerine Communications and Bodyform. This campaign challenges censorship by encouraging open conversations about women+'s health.
Bodyform aims to drive positive reappraisal of its brand by celebrating its 40th birthday while empowering women+ to openly discuss their health and bodily autonomy.
37% of women+ self-censor their health discussions, often without realizing it. The campaign seeks to change this, pushing against the censorship faced on social media.
The strategy includes making Bodyform a challenger brand that raises awareness about women's health censorship while breaking taboos in order to foster genuine change.
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