Task: Launch pantyliners in the conservative South African market by breaking taboos and educating people about vaginal health.

Problem: In a conservative society, discussing vaginal health was taboo, making it challenging to market products designed for vaginal care. Lack of open conversation led to misunderstanding and fear around the topic.

Truth: Education and open conversation are the keys to breaking taboos and empowering individuals to take control of their health.

Proposition: Being a vagina-haver doesn't make you a vagina expert.

Solution: We created Vagina Varsity, a no-holds-barred course teaching everything about vaginas. The course included video lessons, comprehensive information about vaginal health, periods, and products, as well as weekly quizzes.

Effect: The campaign transformed a taboo topic into an educational movement. Libresse moved from 5th to 4th in its category. The campaign achieved a 56x return on PR spend and became the first African campaign to be shortlisted for a Glass Cannes Lion, proving that breaking taboos can lead to significant brand growth and societal impact.