CAREFREE DARES TO SAY THE V-WORD

By Julie B.

It seems that Australia has gotten its collective knickers in a twist over Carefree’s Acti-Fresh panty liners campaign. While most feminine hygiene ads are satisfied showing women frolicking in white linen or disembodied hands demonstrating absorption by pouring blue dye from a beaker; Carefree is daring to discuss actual body parts and their functions.

Can't fool us! We know what you're hiding behind there!

Being bold enough to use the words “vagina” and “discharge”, Carefree has drawn the ire of some Australian viewers, who in turn, have complained to the Advertising Standards Bureau (ASB). The television commercial in question stars a naked woman standing behind some artful yet strategically arranged white orchids speaking candidly about how “even that bit of discharge in between our periods is our body working to keep the vagina healthy.”

“We have decided to take a bold approach in this campaign with the aim to tackle a subject which has always been taboo,” says Michelle Forster, women’s health manager at Johnson & Johnson Pacific, “We want to encourage women to talk openly about their bodies.”

The blogosphere has been on fire with writers and commenters sparring over whether “vagina” and “discharge” are appropriate words for primetime. Many feel that it’s about time consumers hear anatomically correct language while others remain squeamish.