This week brings a few key holidays. We’ll celebrate cannabis on 4/20. On April 22 we will honor the planet on Earth Day, and on Friday, April 23, we can all toast to Vagina Appreciation Day.
That third holiday may not be so familiar to the general public, so Annovera, a contraceptive ring brand, wants to ensure it gets recognized in a bold campaign from McCann New York starring actor and comedian Whitney Cummings.
“Annovera, the unapologetic birth control that goes in your vagina, and me, the unapologetic Annovera user, would like to unapologetically invite you to celebrate Vagina Appreciation Day, and one of the best ways to show appreciation for your vagina? Have an orgasm," Cummings confidently declares.
She goes on to recommend various ways to do that (with a partner, or not). “Do you, like it’s your duty,” she then says. “Because it is.”
Along with the online video, the campaign also includes Instagram posts and story stickers. For every person who joins the celebration with the hashtag “#VaginaAppreciationDay,” Annovera will donate $1 to organizations that support women's health education initiatives (up to $50,000).
The campaign is the latest in “unapologetic” messages from Annovera, which McCann began creating in its first work for the brand last July.