Case Study
Reframing Vaginal Health
The client, a charity focused on detection and treatment of gynaecological cancers, faces many challenges in communicating sensitively to a wide range of women of different ages, ethnicities and social status.
Being too bland or euphemistic risks being unclear or failing to make an impact. Being too explicit may alienate or offend certain populations at high risk. And to make things more complicated, many people don’t even know the correct anatomical terms. For example, vagina is used to refer to different body parts by different people.
How can the vagina (and vulva and womb and ovaries) be talked about? How can screening be presented effectively to drive action? How can we ensure the message is strong enough yet widely acceptable?
The client needed deep insights around its wide audience and execute an effective communication campaign, while on a tight budget. For these reasons SDR testing was proposed.
To complement this, we developed a semiotic framework to articulate all the possible ways to communicate gynaecological health.
A new area around playfulness was identified as a fruitful platform for communication.
A campaign, as well as a number of educational activities, was planned to reframe vaginal health with its intended audience.