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Creative

Bodyform Continues to Tackle the Vulva Taboo with Bathroom Takeover

AMV BBDO rewrites bathroom rules in select locations to address vulva shame and celebrate the female form

Bodyform Continues to Tackle the Vulva Taboo with Bathroom Takeover

Launched earlier this month, Bodyform teamed up with venues across London including the Tara Theatre and Queen of Hoxton, for their Viva La Vulva Bathroom Takeover, to break down vulva embarrassment and celebrate the female form. 

With nearly half of all male toilets in the UK having at least one penis doodle present, it’s safe to say male genitalia has no issue when it comes to representation. However, the same thing cannot be said for female genitalia, and given that exposure to pictures of a large variety of natural vulvas have been shown to positively affect genital self-image, Bodyform’s new Viva La Vulva Bathroom Takeover seeks to appeal to the 42% of women who have felt embarrassed about their vulva, and the 61% who have felt pressured for it to look a certain way.


The Viva La Vulva Bathroom Takeover will see beautiful vulva art come alive in popular London based locations who have granted permissions to replace the usual penis doodles we have become accustomed to. For too long we have lived in a society that has projected a myth of the perfect vulva and fuelled insecurities that get in the way of women having a positive relationship with their bodies. The Takeover aims to celebrate the many different shapes and sizes of the vulva and help break down the taboos that hold women back.

Running until 1st June at the Tara Theatre, Earlsfield, the Viva La Vulva Bathroom Takeover comes as an extension of the “I’ll Say it Again” festival – a celebration of women’s voices through theatre, art and music. In place of the usual phallic doodles, the Bathroom Takeover will see renowned illustrator Oliwia Bober, known for her depictions of the female form, installing beautiful vulva art in all shapes and sizes across toilet walls and doors, representing that there is no such thing as a “normal vulva”. The artwork can now also be seen in the Queen of Hoxton, Shoreditch.


Traci Baxter, marketing manager for Bodyform, says: “It is our mission to break down the taboos that hold women back, so naturally we want to help women celebrate and own their bodies. With our Bathroom Takeover, taking place at select venues where permissions have been granted, we want to celebrate the female form to ensure every woman feels pride in her body. Without a positive relationship with the most intimate part of our body, we can’t have a positive relationship with ourselves.”  

Illustrator Oliwia Bober comments: “I’m so proud to be involved with the Viva La Vulva campaign with Bodyform and leading the charge for the Bathroom Takeover. Art is one of the most powerful tools for self-expression and the more we can raise awareness of the beautiful female form, the more women will feel empowered to celebrate their vulva and combat feelings of shame and embarrassment. This campaign is a fantastic example of Bodyform’s mission to help break down the taboos that hold women back.”

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Category: Beauty & Health , Sanitary protection

Genre: Musical , People