HANX Let’s Open Up

Vaginismus is a common health condition where muscles in the vagina involuntarily tense up upon insertion. Despite its prevalence, vaginismus is rarely talked about. Why? Because it makes people uncomfortable.

On Valentine’s Day 2023, we launched a straight-talking, unapologetic out-of-home and social campaign with HANX, designed to make readers as uncomfortable reading about vaginismus as those living with it feel.

Firstly, we wanted to draw attention to vaginismus in the mainstream, empowering sufferers to speak up or seek treatment. Secondly, we wanted to fill the online information vacuum about vaginismus, in particular arming sufferers with the language they need to self-advocate, navigate relationships and protect their mental wellbeing. Finally, we wanted to steer conversations about vaginismus away from the cold and clinical, into the more positive, pleasure-centric space championed by HANX and their gynae-backed lubricant.

To achieve this, we used a disruptive, provocative tone, in-line with HANX’s feminist brand voice and to contrast these colder, more clinical offerings. To further disrupt the clinical narrative, we created a warm, sympathetic colour-scheme, and emphasised the idea of ‘opening up’ with the open fold at the centre of each image. This became the hero of our campaign as both an endline and visual device.

The campaign was launched with OOH and social. As well as sending some ‘inverted Valentine’s Day’ to customers and sexual wellness influencers. Each featured one of the hero campaign headlines, as well as some information about vaginismus and a link to the website. These cards also offered a discount for HANX’s signature lubricant, highlighting its product benefits to those having pelvic floor physiotherapy (a common vaginismus treatment). Ultimately, we saw this as a chance to change the narrative about pleasure, and invite vaginismus sufferers to see HANX as an ally.

The campaign signposted people to a bespoke website arming them with the language needed to talk about vaginismus with everyone from doctors to prospective partners.

Vaginismus sufferers often refer to the loneliness of the condition; it’s something that’s rarely talked about – let alone something you’d see on a billboard. So we used all the tools of campaign design to our advantage to give vaginismus the same platform as any other health condition. Through unapologetic copy and strikingly feminist art direction, this was our chance to show that vaginismus is nothing to be ashamed about, and to highlight that as many as 1 in 2 people can empathise with sufferers.