July is the month dedicated to HPV and cervical cancer awareness, and these controversial advertisements sure get the message out. 'Julyna,' a supporter of the Canadian Cancer Society partnered with ad agency 'Cossette' to create these racy ads.
The campaign features photographs of female midsections and thighs, with cutouts around the pubic area in different shapes. The posters are propped up against natural greenery to create the illusion of pubic hair.
Julyna's campaign asks "What's your style?" and urges women to show their support for cervical cancer awareness by trying out a new pubic hair style like a heart or an arrow. Julyna has used this theme and even some of the same pubic hair shapes before in its campaigns, but this is the most arresting and clever execution by far.