In the especially conservative South African context most people would still rather talk about flowers or cookies instead of saying vagina. Or when they talk about periods they’d rather say they’re ‘on their time’, ‘auntie Flo is visiting’ or some other kind of silliness. Even pad ads typically stay pretty far from the truth with their blue liquid and girls doing cartwheels on the beach in white pants. Putting the odour control message on traditional channels would cause more embarrassment for women so the campaign uses silly metaphors to talk about odour control and then refers women back to Vagina Varsity, which is where we deliver the straight-up facts in plain talk.
We also created a site where you could create your own unembarrassed video & see how silly it is when you don’t say what you mean.
Unembarrass your period www.unembarrassed.co.za