Image credit: LoveYourVagina.com
Not long ago, Seventh Generation breached the somewhat taboo subject of menstruation with their high-profile marketing campaign called Tampontification. But the response, here on TreeHugger at least, seemed to be why use tampons at all? Commenters were much happier with reusable options. That sentiment bodes well for MoonCup, who are launching a major marketing campaign to take their reusable feminine hygiene product firmly into the mainstream. In so doing, they are asking the public an important question—do you love your vagina? Actually, MoonCup is not the first reusable feminine hygiene product to try to reach a mainstream audience. The Keeper even tried its hand at slick television advertising in the UK a while back, and the Diva Cup has a surprisingly large number of devotees.
Nevertheless, MoonCup's Love Your Vagina campaign is undoubtedly going to ruffle some feathers and open some minds. Posters are appearing across the London Underground featuring colorful and imaginative triangular shapes depicting words like Va Jay Jay, Lady Garden and Fru Fru - underneath which appears the provocative URL LoveYourVagina.com.
Once curious visitors click through to the site, they are introduced to the MoonCup in a playful fashion, explaining that it is made from medical-grade silicon, is completely non-toxic, and can save a good deal of the 12,000 sanitary products a woman is expected to use in her lifetime.
Whether or not the campaign will work remains to be seen. Undoubtedly, there's a lot of squeamishness on this subject. One friend of mine who teaches sustainability courses to (mostly male) engineers used to pass around her washed MoonCup at the beginning of her workshops, and ask the men to guess what it was used for.
Reactions, once people found out, ranged from fascination and admiration for such an ingeniously simple solution to a common problem, to outright disgust at what they had just been 'tricked' into handling. Ultimately, whether they reacted positively or negatively, these participants were prompted to rethink their attitude to waste and convenience—hopefully LoveYourVagina.com will achieve the same thing.