Annovera: Vagina appreciation day

Annovera, a contraceptive products brand, launched a campaign in the US on Vagina Appreciation Day, with the aim to promote new birth control and de-stigmatize the topic of women's sexual health.

Campaign details

Brand: Annovera Agency: McCann New York Country: United States

Why is this work relevant for Creative Strategy?

In the past 50 years, the birth control category hasn't changed much. Rather than talk openly and honestly about women's anatomy, brands stick to euphemisms. Even saying the word vagina? Never. ANNOVERA, the first new birth control method in almost 2