McCann Budapest: Vagina Dialogues

Thursday 1 December

1410 - 1430

Bernini Room

Hosted by: McCann Budapest

Welcome to Central East Europe! Where countries like Hungary, Romania or Czech Republic are vying for the porn capital of Europe status. Where the fall of Communism caused the rise of short lengths or where a naked woman running through a field won the best online video award in Hungary.

This cultural environment is perfect for the launch of an intimate hygiene brand helping women to keep their vaginas healthy. WRONG! Intimate hygiene brands NEVER use the word VAGINA in their communication and women in Central Eastern Europe share a hatred for the word vagina.

In Czech Republic, two thirds of women are embarrassed to describe symptoms of their vaginal problems even to a doctor. In Hungary, folk tales tell little girls to cover up their ‘ugly’ and in Bulgaria women would never use the word vagina in public. So what did we do to break this cultural shame? This is the story of how an intimate hygiene brand created online and offline turmoil, while Google censored us for sharing content containing the word ‘vagina’.

Access Full Delegate, Digital Academy, Marketers Academy, Student, Young Creative
Event type Talk
Categories Identity