about
Like Aimee from Sex Education, a lot of women don't know their bodies well. Pressure comes from everywhere: social media, media stereotypes and taboos around sex education. In this campaign, we openly discussed female intimacy, opening space to break taboos and celebrate every vulva as it is.
THE START
Vagina is not the same thing as vulva. Bet almost half of people can't correctly identify vulva anatomy. That pressure leads Brazil to be the world's biggest consumer of labiaplasty.
In Sex Education, Aimee's journey of self-discovery begins with her facing her own vulva in the mirror. On the other side of it we placed four of Brazil's most fearless women: a pioneering empowerment activist, an actress still controversial for her 80s Playboy cover, a doctor and sexual education advocate, and one of Brazil's biggest LGBTQIA+ creators.
Together they celebrated all vulvas and their different colors, fur, folds, smells and sizes. Helping thousands of women who once felt like Aimee understand and accept their own bodies.
TODAPPKÉLINDA.COM (All Vulvas are Beaultiful)
In partnership with The Vulva Gallery, we built a site collecting real testimonials and illustrations from women around the world, each sharing their unique relationship with their own body. It was featured in the show itself and adapted by multiple countries, proving that every vulva has a story worth telling.
VULVACAKES
Through iFood, Brazil's biggest food delivery app, we distributed 10,000 of the same vulva cupcakes Aimee made for Moordale School, each one unique. They sold out immediately, becoming the most talked about topic on the internet that day. For those who missed out, we released a recipe tutorial so everyone could make their own.
Perhaps not everyone has yet learned that vagina and vulva are not the same thing.
But they certainly understood that every vulva is unique.
