Posted by
Tom Megginson | 15-02-2012 15:53 | Category:
Fundraising
I wrote about Julyna last summer, but at the time I did not see hide nor hair of these posters promoting the event.
Uniquely 21st Century, this campaign encourages women to create an event similar to Movember by growing out their pubic hair for a month to raise funds for cervical cancer. (Personally, I don’t know why they remove so much of it in the first place.)
Sure, it’s sexy and provocative. But the great thing about Movember is that everyone can see who else is participating, so it creates a growing tribe of support. With this version, the only people who will notice are other women in the locker room, or men who are rude enough to stare at any exposed shrubbery at the beach. (See their rebuttal to this common criticism in my original post.)
That said, the first poster has some cheeky copy. I get the art direction, but I think it could have been more legible without losing the furry effect.
Two more posters after the break.
Advertiser:
Julyna
Agency:
Cossette, Toronto (Canada)
Additional credits:
Creative Director: Pete Breton, Dave Douglass
Art Director: Angela Sung, Tom Koukodimos
Copywriter: Rachel Abrams
Source:
Ads of The World
Comments
It’s NOT about growing your pubic hair out, it’s about getting it waxed in absurd shapes. It’s so stupid.
Armpit hair growing month would be really smart. That’s way more equivalent to Movember.
OH GOD I FUCKING HATE JULYNA.
Posted by Audra | 15-02-2012 17:43
Audra, you’re right about the waxing. The posters distracted me from that. :)
Re: Armpits, here is a movement that might be more to your liking:
http://unshavenmavens.ca/
Posted by Tom Megginson | 15-02-2012 17:44
Here is what I wrote about Julyna when it first happened:
You know “Movember”? Is that big everywhere, or only in Ottawa? It’s a thing that happens in November, people grow mustaches to raise money/awareness of men’s cancers. It seems like it’s pretty successful, but my perception of that could be totally skewed by the fact that pretty much every dude who voted NDP participated in Movember last year, after Jack revealed that he has prostate cancer.
So, I guess folks have been trying to think of what the equivalent campaign would be for women? And tehy came up with JULYNA.
A few things that drive me crazy about Julya are!
1. It’s not public!!! That is like a major part of why Movember works!
2. It’s yet another example of how woman can help cure cancer by shopping. July is has partner salons all over the place you can go to and spend 60 bucks getting one of these designs (you’re gonna wanna click on that), PART OF WHICH will be donated to the cause. Barf.
3. JULYNA. You know, like VAGINA. Which is the word we now use (THANK YOU STUPID EVE ENSLER) to refer to every part of the female reproductive system gaaaaaah.
4. The copywriting on the website. It is not to be believed.
(Full discussion here: http://audrawilliams.livejournal.com/812790.html )
Posted by Audra | 15-02-2012 18:37
Good points, Audra.
(And I also hate when people call vulvas “vaginas”)
Posted by Tom Megginson | 15-02-2012 20:04
