Yes, that’s right. Women’s bits are the focus of our latest campaign for My Expert Midwife.
Famous for their life-saving Spritz for Bits My Expert Midwife has always championed women’s pregnancy and post-partum health. Their recent survey of over 1,000 mums, revealed that two thirds of UK women (66%) believe there is social stigma around discussing their genitals during pregnancy and after childbirth. 61% revealed that they did not speak to anyone about how their vagina or vulva changed, with embarrassment (48%) and shame (45%) among the key reasons holding them back, while over half (52%) admitted they simply did not know what to say.
Our challenge was to break down these barriers and create a socially-driven, cohesive campaign educating and encouraging women to start the conversation and get to know their bits and the potential changes during pregnancy and childbirth.
The campaign logo utilises My Expert Midwifes iconic line style, alluding to the shape of the vulva, flexibly adapting to house photography and text to communicate tips, products, and reviews. Photography is always real, unfiltered and relatable, not shying away from the true realities of pregnancy.
Brought to life via the hashtag #KnowYourBits this wasn’t just a frivolous marketing campaign, behind the scenes the team of Midwives at My Expert Midwife worked hard to create an information hub, containing blogs, tips, guides and videos dedicated to educating women about their bits, what they do and how to prepare and protect them during pregnancy, birth and the postpartum period. Our anatomy diagram and animation was a key educational tool, empowering women with the know-how and confidence to talk about and care for their bits.