In this session, Kirsty Hathaway (Executive Creative Directory) from JOAN London and Katy Cottam (CEO & Founder) from Luna Daily unpacked how discomfort can be a powerful creative driver - especially when the goal is to dismantle taboos. The collaboration began with “Vulva Therapy,” a playful yet provocative campaign built around exposure therapy, where posters simply reading “vulva” prompted viewers to call a hotline for guided desensitization. The aim? To normalize anatomically correct language and challenge cultural shame around women’s bodies.
Rooted in founder Katy Cottam’s personal experience, Luna Daily was created to fill the frustrating gap in intimate body care - products that are microbiome-friendly and designed for the whole body, not hidden away in shame. With JOAN’s help, the brand launched bold, insightful work without relying on shock for shock’s sake - creating space for empathy, nuance, and real-world impact.
By blending editorial instincts, cultural insight, and psychological safety across teams, the campaign not only sparked conversation but drove real change - boosting search traffic for the word “vulva” and earning a rare nod of approval from the UK’s ASA. It’s a lesson in how brands can lean into uncomfortable conversations, without alienating audiences, to build something truly memorable and meaningful.
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