Care brand FemFresh has partnered with dating firm Thursday to unveil a new campaign challenging the stigma around women’s intimate health.
Planned and delivered by TheySay and Wavemaker UK, the marketing drive’s concept comes as data from Wavemaker showed 46% of UK women can’t correctly name parts of their anatomy.
Titled ‘Refreshingly Honest’, the campaign uses storytelling to create engagement and asks Gen Z and Millennial women to share their experiences.
Kristina Spencer, brand manager at Femfresh said: “We’re here to support women in having candid, honest conversations, especially around the realities of modern dating. Intimate care shouldn’t be a taboo topic, it should be part of the everyday chat we have with our friends.”
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“This campaign is about showing up with humour, heart and zero filter, because when we talk openly about the awkward, the funny and the all-too-relatable moments, we feel more confident, more connected, and a lot less alone,” she added.
As part of the work, FemFresh and Thursday will launch a comedy night, Thursday Night Live, to encourage conversation.
It will run across digital, out-of-home and experiential channels.
Richard May, content lead at Wavemaker UK said: “‘Refreshingly Honest’ is more than an ad campaign, it’s a long-overdue call for unapologetic honesty and community among women.
“Partnering Femfresh with Thursday allowed us to place intimate care in the everyday, dating, relationships, humour, and in doing so, normalise the conversation in a way that feels empowering, inclusive and refreshingly human.”
