Wisp’s provocative ‘We Heart Healthy Vaginas’ ads take on censorship of women’s health

The campaign, titled ‘We Heart Healthy Vaginas,’ places images of pixelated female anatomy next to messages urging passersby to “get vaginal care faster than this ad will be censored” throughout the SoHo neighborhood.

The decision to launch these ads comes amid a recent uptick in censorship of women’s healthcare advertising in the US. A notable incident in May saw the swift removal of ads for Molly Baez’s lactation cookie brand Swehl in Times Square within 72 hours of going live.

Wisp’s in-house creative team ideated and developed the campaign.

“Vaginal health should be a normalized part of our overall wellbeing and Wisp campaigns will always reflect that,” Jenny Dwork, vice-president of marketing at Wisp, told The Drum. “Censorship, whether in out-of-home campaigns or on social media platforms, has never stopped us from amplifying awareness for a body part that deserves as much attention as the rest of our anatomy. These campaigns and creative approaches are meant to normalize the conversation and bring it to the forefront, rather than allowing it to disappear due to roadblocks.”

Wisp, known for its telehealth services catering primarily to women aged 18 and older, offers comprehensive care for conditions such as UTIs, bacterial vaginosis and various sexual health concerns, including herpes.

By leveraging provocative imagery tempered with educational messaging, Wisp says it aims to not only advocate for the right to accessible and uncensored healthcare information but also advance women’s health agendas in a post-Roe paradigm.

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