Essity which celebrated the female genitals in its Libresse Viva La Vulva spot last year, has followed it up with a U.K. campaign for its Bodyform sanitary brand (the U.K. name for Libresse) that puts art celebrating the vulva into public bathrooms.
Agency AMV BBDO is installing the work, by illustrator Oliwia Bober, across toilet walls and doors in London venues such as the Tara Theatre and Queen of Hoxton pub. The brand quotes research from the BBC that says that nearly half of male toilets in the UK have at least one penis doodle present, and says that to try and break down taboos, it's trying to make sure women get the same representation.
Traci Baxter, marketing manager for Bodyform, comments in a statement: “It is our mission to break down the taboos that hold women back, so naturally we want to help women celebrate and own their bodies. With our Bathroom Takeover, taking place at select venues where permissions have been granted, we want to celebrate the female form to ensure every woman feels pride in her body. Without a positive relationship with the most intimate part of our body, we can’t have a positive relationship with ourselves.”