ONCE UPON A VAGINA

2020
Online Community // Social // Brand Identity // Branded Content


 

Because every vagina has a story

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The Indian Academy of Vaginal Aesthetics - IAVA, approached us to get more women to be aware about vaginal health issues - What they are, why not to ignore them and how you don’t need to live with them.

We knew this wasn’t going to be easy. The taboo around the topic and hundreds of years of social conditioning, resulted in an *awkward silence* every time the patient needed to open up about their vaginal health. Almost like talking about an ex.

But the fact is, a vagina is a woman’s partner for life, and discussing it can only improve things between the two of them. So we created a community on a platform where women spend a lot of time and have no guards - Instagram.

Once Upon A Vagina was designed to engage women and dispense advice in an unapologetic tone. While the posts got the thumbs to stop and people to follow us, it’s the post copy and discussions via DM that really solved the problem for IAVA. Thousands of women realised that they were not alone, by exchanging stories and learning from each other’s peeves and pleasures.