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Vagina Varsity

Launching pantyliners in the extremely conservative South African market posed quite a challenge. How do we talk about a product designed to take care of an area that’s hardly ever mentioned, and when it is spoken about it’s usually in code or awkward pointing? We decided we had to get people talking about, and understanding, what the product is for. The vagina. Welcome to Vagina Varsity. A month-long, no holds-barred course to teach students everything they need to know about their vaginas, because being a vagina-haver, doesn’t make you a vagina expert. Once they signed up, the course was sent to students’ email, so they could engage with the material in private. The course consisted of video lessons and loads of extra vagina, period and product-related information. There were also weekly quizzes so learners could test their new-found knowledge, because the more you know, the less you have to fear.


Advertiser: Essity

Brand: Libresse Panty Liners

Clients: Denese Pillay

Creative Agency

Creative Agency: Net#work BBDO

Copywriter: Annette de Klerk

Art Director: Juliet Honey

Strategist: Kerry Hibberd

Producer: Tara Dales

Executive Creative Director: Brad Reilly

Chief Creative Officer: Mike Schalit

Account Management: Roxanne Singh

Illustrator/Designer: Emma Strydom

Digital Lead: Sarah Snyman

Digital Strategist: Kyle Duckitt

Animator: Ryan Paikin

Production Company

Production Company: Zootee Studios

DOP: Faheema Hendricks

Producer: Stacey Keppler

Animator: Niall Rixon


Composer: Nick Marcus

Category: Other

Genre: Dialogue, Digital, Documentary, Strategy/Insight