Let's talk vaginas!
Customer
Aspen Pharma
Our role
Strategy
Branding
Design
2D animation
Online marketing
Social media management
Deliverables
Slogan
Branding
Print
Digital ads
Animation & pre-roll
Online marketing campaign
Organic social media content
Date
Q1 2023 - Q3 2024
A taboo-breaking campaign for women with vaginal transition symptoms
Together with Aspen Pharma, we launched a disease awareness campaign to create awareness among the target group of menopausal women with vaginal discomfort. The main goal of the campaign? To encourage women to dare to talk openly about the possible vaginal complaints they experience during and after menopause. Fortunately, menopause is already increasingly a hot topic: communities are being started and podcasts launched. However, symptoms during and after menopause go beyond hot flashes and feelings of depression, and it's important to talk about them. After all, you don't have to keep walking around with these vaginal discomforts. With this campaign we want to let women know that it is important to start the conversation with friends, but more importantly: your (family) doctor, so you can get help.
So: Let's talk vaginas! A campaign with a bold slogan that gets right to the point, because many women struggle with vaginal discomfort during and after menopause and are afraid to talk about it. They think it's part of the deal, are ashamed or find it difficult to talk about. It is time to break that taboo!
We consider these awareness campaign as a valuable social initiative, so our team enthusiastically embarked on this new challenge. A new target group and a non-common topic, but certainly of great importance.
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Awareness of women's health
We started this process with an analysis of the target group and a brainstorm to come up with matching and bold slogans that trigger and attract attention. We like to do this substantiated and for that reason we commissioned a slogan test in collaboration with Newcom Research & Consultancy.
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Bold slogan
The slogan "Let's talk vaginas!" evokes a mix of feelings ranging from hilarity to a certain discomfort, the study found. It is a phrase that piques curiosity while breaking a taboo that still surrounds menopause. Research shows that 41% of respondents consider this slogan distinctive, a sign that it attracts attention and makes people think. Interestingly, the slogan appears to appeal especially to women aged 56-65, an age group in which menopause is an important topic.
The study also reveals that nearly 1 in 5 women indicated that after seeing the slogan, they would be willing to start the conversation about menopause with their loved ones. This points to a potentially powerful impact of the slogan in breaking the silence surrounding this topic. Although the slogan is considered "good" and "important" by women who feel addressed, there is also an aspect of ambiguity. This highlights the need for further clarification and education about vaginal discomfort during menopause beyond just the slogan.
All in all, the response to the slogan shows that there is a growing need for openness and awareness around menopause and female health in general. "Let's talk vaginas!" seems to be just the beginning of a larger conversation needed to support women during this important stage of life.
But how do we reach the target group in the right way? The research showed that women mainly look for more information via the Internet, the doctor and friends. In an interactive session, we conducted a channel analysis: the starting point to develop the branding.
What feeling or emotion does this slogan evoke in you?
Corporate identity
To reach the target audience we will go for a combination of print & digital. The slogan is bold and challenging, hence for the corporate identity we focused on exuding friendliness and accessibility, which is reinforced by the use of soft colors, playful illustrations and an informal tone in the copy. It is an effective style for appealing to this target group. Exactly what we wanted!
We continued with this corporate identity and translated it into different means. We created an A4 ad for use in a magazine, an A2 poster for use in waiting rooms of general practices with the various symptoms and a leaflet for patients for general practitioners to hand out. Resources for online deployment were of course also developed: paid ads banners, a pre-roll, an animation and visuals to organically fill social media channels. All of these assets, of course, end up on a website: letstalkvaginas.co.uk
Let's talk vaginas online
Back to the test for a moment: When asked "Through what channels would you seek information about menopause and/or menopause symptoms?" 45% indicated that they would seek it on a website about menopause, according to research by Newcom Research & Consultancy. Consulting information online before starting the conversation with your girlfriends or calling the doctor is obviously a safe and accessible way to learn more about your symptoms.
"Let's talk vaginas!" is an online platform aimed at self-education and empowerment of women in the field of health. With this platform, we aim to increase digital presence and engagement among the target audience (women between the ages of 40 and 70). We strive to share informative content about menopause to reach a wider audience of women seeking reliable health information in a stigma-free environment. The combination of a soft color palette, playful illustrations, and a personalized approach makes the website a valuable resource for women seeking information and support.
Online marketing campaign
With the branding, we designed the expressions for the online marketing campaign. The goal of this campaign? Disease awareness. Therefore, we started generating as much reach as possible. From May 2023, we deployed SEO, SEA, Social Media Ads and organic social content. An analysis showed that the social media channels Facebook, Instagram and Pinterest were the most suitable because that's where our target audience is.
After a while, the statistics showed that Meta (Facebook and Instagram) produced better quality results than Pinterest. Therefore, as of March 2024, we shifted focus and discontinued the Pinterest campaigns.
With the always-on campaign we are continuously building to increase online reach. However, that does not mean that the continuous should always be the same, quite the contrary. For example, we capitalized on an important day for this campaign: World Menopause Day on October 18. For this we created special expressions, such as digital banners, expanded the animation and created a landing page on the website. We incorporated these assets into the campaign during the month of October, which yielded great results. Responding to such relevant days is an effective means of generating reach, because around such a day there is already a lot of attention for the subject and you can hitch a ride on this.
Below is the increase in results of the Dutch disease awareness campaign in May 2023 versus March 2024.
Going international
Since November 2023, we have also launched the "Let's Talk Vaginas" campaign in Belgium. A challenge with our southern neighbors is that they have two main languages there: Flemish and French. This means that we have to communicate in both languages. All resources were therefore formatted and combined in both languages. Two campaigns were set up so that Flemish people do not see French ads and vice versa.
Organic posting on social media channels is also a challenge. However, we solved this by communicating through one Belgian social media channel, but in both languages. Our research showed that people in Wallonia are not used to reading Flemish, while Flemings are more likely to understand French texts. Therefore, we set up the posts to show the French text first. We clearly indicated that the channel can also be followed by Flemish people, since we use both languages to communicate in the biographies.
Campaign successful
By focusing on informative content (ads, posters, animations), creating engaging social media campaigns and encouraging the formation of an online community, "Let's talk vaginas!" has successfully increased its reach and impact. As a result, women nationwide are encouraged to take charge of their health and well-being.
The campaign has been a great success and so has already started in Belgium. Also, all campaign resources are formatted in English in order to be localized in different countries.
Contact
We'd love to hear from you
Raymond
Strategy Director and co-founder