LOLA MullenLowe found the perfect spokeswoman to talk about bacterial vaginosis 🧜‍♀️

Advertising has come a long way in recent years in normalizing conversation around feminine hygiene. But the stigmas remain—and often require creative approaches to overcome. LOLA MullenLowe’s new work for Gyno-Canesbalance, a gel that treats bacterial vaginosis, is a great example of making a difficult topic not just more comfortable but in fact downright charming. Meet Alexa, a straight-talking mermaid who’s here to talk about the main symptom of bacterial vaginosis—and why you shouldn’t be ashamed of it. The stigma itself is a critical obstacle to product use—just 4% of women seek treatment for the condition because they feel embarrassed to talk about it, according to the agency. The casting and the writing here very quickly leap past that barrier, and the image of the mermaid alone should drive plenty of engagement in social. “No one knows what a fishy smell is like better than a mermaid,” the agency says, “so we cast one to talk with humor and charm about not feeling self-conscious about the symptoms of vaginal flora imbalance and how to treat it in time.” LOLA MullenLowe has done innovative work in fem-hy before, including last year’s launch of a line of “prejudice-free” underwear for the French brand Hydralin that tackled taboos surrounding women’s sexual health.

LOLA MullenLowe found the perfect spokeswoman to talk about bacterial vaginosis 🧜‍♀️

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