by Amber Larkins, OOH Today
There’s often a stigma around publicly discussing certain parts of the body. OUTFRONT Media is helping to reframe the narrative surrounding the vagina and women’s health with a new campaign in collaboration with O Positiv.
The campaign tackles the stigma around the female reproductive system and the critical conversations it represents. The Out-of-Home creatives feature a bold red background with messaging that says, “VITAMINS FOR YOUR VAGINA,” along with images of their URO and MENO vitamin products.
The campaign has made waves across several U.S. markets, including Los Angeles, Chicago, and Las Vegas. A representative for OUTFRONT stated that the campaign’s goal is to break the silence and encourage open dialogue about issues like pH balance and hormonal changes.
The acceptance by OUTFRONT, of the word ‘vagina’, appears to be a coup de grâce for the OOH Industry, at least one might hope.
It was not long ago (July 2018, ‘Orgasm’ copy on a Bus Shelter Acceptable in San Francisco) OOH Today shared the story about Clear Channel Outdoor (CCO) vetoing creative with the words “vibrator” and “vagina,” (however “orgasm” made it on to the final creative cut by CCO). Despite the censorship, the campaign by Lioness, the women’s sexual health company, reported “Since the ads went up, traffic on the Lioness website has quadrupled.”
“We’re giving women this platform and space to openly discuss their issues and problems—things that they might only whisper to each other over brunch or in the bathroom,” Brianna Bitton, co-founder of O Positiv, said in an interview with Forbes in honor of National Vagina Day this past April.
This bold, unique campaign is not the first to talk about women’s privates. A 2022 campaign by vaginal probiotics company Olly made headlines when their creatives featured messages calling women’s privates a “panty hamster.” This past June, abortion activists posted the word “vagina” on billboards in Indianapolis to raise awareness about women’s reproductive rights. In OOH Today, we once featured a Venus campaign with “bushy” creatives in need of a shave in our Best Creative Last Week Today section.
‘You’ve come a long way, baby’ was a great slogan and equalizer for women back in the day. It could be said it is an appropriate message citing of the end of OOH’s censorship of women’s health and sexuality.
Well done OUTFRONT!
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