From Taboo to Talked About: How "Let's Open Up" Broke Down Barriers

In a candid and inspiring conversation, Debbie Morgan, Head of Art at Leith, and Emily Prichard, Brand & Communications Lead at Hanks, opened up about their shared mission to challenge the stigma around women’s health. Both brought a deeply human perspective to the table, Debbie from a creative lens and Emily from the brand side, united by a belief in using creativity to spark real, sometimes uncomfortable conversations. They spoke openly about the trust and shared ambition that underpinned their collaboration, with both admitting to early nerves but ultimately choosing to lean into boldness, humour, and honesty.

They shared how they tackled one of women’s most under-discussed conditions, vaginismus, by launching a bold, stigma-smashing campaign titled Let’s Open Up. Timed for Valentine’s Day, the work challenged idealized notions of intimacy with hard-hitting headlines like “Let’s talk about painful penetrative sex, baby,” appearing across OOH, digital, and bespoke Valentine’s cards sent to influencers, doctors, and customers.

Trust, collaboration, and lived experience were key to the campaign’s success. By giving space to uncomfortable conversations and resisting the pressure to be ‘sexy’ on Valentine’s Day, Hanks proved that humour, empathy, and design can work powerfully together to drive education, awareness, and emotional resonance in women’s health.