Johannesburg - Despite all babies coming out of a vagina during natural birth and conception beginning there, the word is taboo, with even many women reluctant to say it out aloud.
And the menstrual cycle, which most adolescents and women experience for most of their lives, isn't treated any differently. Euphemisms such as “red Ferrari” or “Auntie Flow” are often used to refer to the monthly female visitor so that it’s easier and more comfortable to speak about.
But a femcare brand has decided that at a time when sexual diseases and unwanted pregnancies are prevalent, society should speak about the topics without fear.
Libresse sanitary-wear company has spearheaded the Vagina Varsity, a fun and relatable online course.
Two trailer videos are contained in this article - it's possible they might offend some readers.
At the media launch in Joburg on Thursday, marketing manager Denese Pillay said the varsity was a place where women could learn about their bodies from experts in a private, safe environment.
“The Vagina Varsity course is a mix of short video content and extra bonus material in email format covering everything from anatomy to discharge, contraception and when to see a doctor,” she said.
All education material, for the free course, which is emailed to those who register until December, was provided by psychosexual consultant Avri Spilka, who said it was vital for women to embrace and learn more about their anatomy.
“It's also important for men so that they can be more aware and informed about their partners and daughters. It's not a scary place. It’s time for women to reclaim the word 'vagina',” she added.
The material used in the campaign is scripted and directed by YouTube star Anne Hirsch, while fellow online sensations Pap Culture are presenters.
Kerry Hibberd, the strategic planner at advertising agency Net#work BBDO, which was part of the campaign, said most women learn about their bodies and sexuality through their mothers or other relatives. The Vagina Varsity planned to add to that knowledge.
“Most women knew only what was once told to them by their mother, sister or friend at school. We don’t want to replace those conversations - we want to spark, inform and enrich them.”
Hibberd added that there was a demand for information, as the most visited pages on the brand’s website were frequently asked questions, and that according to the consumer research groups they conducted, women said they were shy to discuss vaginal topics.
“Women of all ages want the information we have, they just don’t want it on traditional channels in old-fashioned ways.”
The campaign is also endorsed by gynaecologist Dr Mpume Simelane of Leratong Hospital near Krugersdorp.
“The vagina shouldn’t be seen as dirty or something that’s not normal to talk about, because it’s fabulous,” she said.