# Naughty Grooming Ads The Julyna 2012 Campaign Raises Awareness of Cervical Cancer By Meghan Young | Published 2012-02-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/julyna-2012-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/02/julyna-c-word-woohoo-sun-dont-shine/) & [cossette](http://www.cossette.com) Men might have [Movember](https://www.trendhunter.com/trends/movember-tubes), but the Julyna 2012 campaign shows that women also have [grooming movement](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign) 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](https://www.trendhunter.com/trends/rosettes), 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. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 40% | Activity: 9% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Grooming Movements:** Disruptive innovation opportunity: Creating grooming movements that raise awareness and funds for diseases specific to different demographics. - **Minimalist Advertising:** Disruptive innovation opportunity: Exploring the use of minimalist advertising to convey impactful messages in a visually striking manner. - **Targeting Non-traditional Areas:** Disruptive innovation opportunity: Encouraging discussions and initiatives around diseases that affect specific body areas, creating platforms for awareness and support. ### Who This Affects Most - **Advertising:** Disruptive innovation opportunity: Developing unconventional ad campaigns that challenge societal norms and generate conversation. - **Healthcare:** Disruptive innovation opportunity: Creating more inclusive healthcare campaigns that address specific diseases and demographics, promoting education, prevention, and support. - **Non-profit Organizations:** Disruptive innovation opportunity: Leveraging creative strategies and partnerships to raise funds and awareness for important causes through unconventional campaigns. ## Related on Trend Hunter - [Unapologetic Women-Centric Campaigns](https://www.trendhunter.com/trends/o-positiv-health.md) - [Creative Cancer Awareness Campaigns](https://www.trendhunter.com/trends/pick-up-your-poop.md) - [Flora-Inspired Body Autonomy Campaigns](https://www.trendhunter.com/trends/full-bush-summer.md) - [Honest Shaving Campaigns](https://www.trendhunter.com/trends/any-hair-anywhere.md) - [Men's Health Supplement Campaigns](https://www.trendhunter.com/trends/novomins-movember-campaign.md) - [Viral Slogan-Inspired Campaigns](https://www.trendhunter.com/trends/manscaped1.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Women Health Wrapping Papers](https://www.trendhunter.com/trends/wapping-paper.md) - [Health Awareness Undergarments](https://www.trendhunter.com/trends/underaware.md)