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. Nobody wants to talk about vagina or vagina-related stuff in public, so we had to create a private platform. Students were directed to a website via targeted YouTube pre-rolls, social posts, and once subscribed, emails were sent to subscribers only. This way, students could choose to engage with us when and where they choose, without feeling embarrassed about engaging with this kind of information.

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.
Link to registration site (since updated to accommodate new Unembarrassed campaign) www.vaginavarsity.co.za

Links to trailers: 

We started the teaser/sign-up phase of the campaign two weeks before classes started. First, students were directed to the microsite to register. The process of registering for Vagina Varsity was simple;

1.              Register for free, on http://www.vaginavarsity.co.za/with your name and email address
2.              Receive the welcome mailer detailing the course contents: 
3.              Get email with extra information and short video lessons delivered to your inbox for a month

Link to emails: (1 – 5 of 20) 

Episode 1: Say hey to your va-jay: 

Episode 2: My bits, my bits, my lovely lady bits: 

Episode 3: Step inside my crib:

Episode 4: That time of the month: 

Test 1: You’ve covered the basics: 
Vagina Varsity
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Vagina Varsity

Launching pantyliners in the extremely conservative South African market posed quite a challenge. How do we talk about a product designed to take Read More
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