Men might have Movember, but the Julyna 2012 campaign shows that women also have grooming movement that is dedicated to raising money for diseases that concern them more: cervical cancer and HPV. Since women can't grow mustaches, this non-profit organization encourages them to address the area that is actually affected by those diseases.
Conceived and executed by Toronto-based ad agency Cossette, the Julyna 2012 campaign alludes to this particular area through minimalist posters that center around the torso portion of three women. Phrases such as "Show your support where the sun don't shine" have been strategically arranged to mimic tastefully groomed pubic hairs. It is nice to see that Cossette has chosen a multi-cultural route as well.
The Julyna 2012 campaign was art directed by Angela Sung and Tom Koukodimos.
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Trending: Older & Chilly
Research: 1,150 clicks in 223 w
Interest: 2.8 minutes
Concept: Julyna 2012 Campaign
Related: 43 examples / 33 photos
Segment: Females, 18-55
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