Did you know that major tech platforms, such as Meta, Amazon, Google, and TikTok, are actively suppressing women’s sexual & reproductive healthcare content, while allowing similar content for men to run wild? Traditional advertisers, including out of home and streaming TV, aren’t much better. Think about it—how many ads for ED medication do you see, compared to something like birth control or menopause treatment? Wisp is no stranger to censorship, even participating in a study by Center for Intimacy Justice highlighting this systematic discrimination.
Wisp has faced these challenges head-on, pushing boundaries and becoming the first brand to launch a billboard in Times Square using the word vagina—the proper medical term for a body part that half the population has. In the summer of 2024, a season where vaginal infections are always on the rise, we hit the streets of NYC with a wildposting campaign designed to draw attention to both the censorship we face and the healthcare we offer.
We kept the graphics simple, with bold, unapologetic copy, a “censored” image of a vagina, and our signature message—
we ♥ healthy vaginas.
This campaign successfully generated media coverage across several platforms. Examples (1) (2) (3)
Creative Direction, Graphic Design, & Illustration: Mary Pagan
Installation images courtesy of Just Perfect Media
