‘Vagina’ is not a dirty word.

For Fridababy’s The Momwasher campaign, we identified a line that instantly resonated with our audience “Trust Us Your Vagina Will Thank You” in order to raise awareness for the post-delivery healing process cleaner.

After sending our ad out to media companies across the USA, Fridababy received multiple rejection letters… Unfortunately we figured that might happen. Apparently the word "vagina" is controversial. The billboard was finally approved to run only in New York City, where more than 20 ads for the MomWasher were strategically placed outside subway stations near some of New York's busiest hospitals and OBGYN offices.