Sex Education is a British dramedy series that follows the lives of students, staff, and parents at the fictional Moordale Secondary School as they navigate various personal dilemmas, mostly related to sexuality.
Amidst the students’ rebellion against the new rules imposed by the new headmistress Hope, and after experiencing sexual assault, Aimee discovers feminism. She embarks on a journey to better understand her body and encourages other girls to do the same.
Inspired by this plot and the importance of the topic, Boys Do Cry created the campaign Toda PPK é Linda (Every Vulva is Beautiful), promoting vulva diversity with a film starring Preta Gil, Claudia Ohana, Mandy Candy, and Marcela McGowan. The campaign included a promotional partnership with iFood to distribute 10,000 vulva-shaped cupcakes. Additionally, we created a tutorial video recipe to replicate the treat at home.
Boys Do Cry, 2021
- Deliverables: Positioning and Launch Campaign
- Stunt Video: Watch here
To bring Aimee’s message to Brazil, we invited diverse women who inspire and connect with many Brazilians, each with significant contributions to the conversation on acceptance:
- Claudia Ohana, criticized in the 80s for posing nude in Playboy without shaving.
- Preta Gil, a pioneer in the fight for female empowerment and representation in Brazil.
- Marcela McGowan, ex-BBB, doctor, and digital influencer focusing on sexual education.
- Mandy Candy, a trans artist reminding us that not all women have vulvas.
Creative Platform:
- Tagline: “Toda PPK é linda” (Every Vulva is Beautiful)
- Did you know Brazil is the country with the highest number of vaginal plastic surgeries in the world? In 2020 alone, over 20,000 women underwent the procedure known as labiaplasty. Our tagline reflects the journey of Aimee in Sex Education, discovering that no two vulvas are the same, but all are beautiful.
Website and Mural: To celebrate the diversity of bodies and vulvas, we created a website in partnership with @the.vulva.gallery. The site features a mural with illustrations and real stories from around the world, highlighting the different relationships people have with their vulvas. Talking about female intimacy helps break taboos.
- Cupcake Tutorial Video:Watch here
- To showcase the beauty and diversity of vulvas practically, Aimee presented them in various cupcakes at her school. Since Moordale only exists in fiction, we created a recipe video teaching everyone how to make Aimee’s cupcakes at home. To bring even more of the Sex Education universe into real life, we partnered with iFood to distribute 10,000 vulva cupcakes across Brazil, spreading the message that every vulva is unique and beautiful, deserving appreciation. This effort was especially impactful in a country leading in vaginal surgeries.
This campaign highlights my ability to create impactful, culturally relevant content and manage extensive launch strategies. For more information or to discuss potential collaborations, feel free to contact me.
4o