The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
About the Work
On April 23rd, Vagina Appreciation Day (yes, it’s a real holiday) we partnered with unapologetic comedian (and ANNOVERA'S most famous user) Whitney Cummings to put out a bold call to action: PLEASE COME (celebrate Vagina Appreciation Day with an orgasm). Seriously (watch the video). And we didn’t just encourage women to put female pleasure at the forefront of their Friday, we wanted them to tell us about it. For every like, comment, share, or sticker, we pledged $1 to women’s organizations. Whether a big orgasm or a few little orgasms, every little bit of pleasure together turned one day into a celebration of sexual empowerment and self-discovery.
The week prior to VAD, we put out educational content where Whitney Cummings dispels myths surrounding the female orgasm, digs deep into what actually an orgasm is, and pinpoints the root cause of why heterosexual women experience less pleasure than men or lesbian and bisexual women.
With likes, comments, shares, and stickers, we gave women an array of ways to confirm they celebrated a day of female pleasure meant to empower women. Trade press firmly planted Vagina Appreciation Day on the cultural calendar, and earned media pushed an unapologetic conversation about sexual health & female pleasure into the mainstream—garnering 71.8 million impressions and 1.9 million organic engagements among our audience, resulting in a 50% increase in web traffic and 380% increase in organic search visibility for our brand. What we really wanted was orgasms, and we got them in the form of 12,100 engagements actions on social media letting us know they celebrated Vagina Appreciation Day through likes, comments, and shares from women everywhere, which in turn raised $12,100 in brand donations for women’s sexual health and education initiatives.
The week prior to VAD, we put out educational content where Whitney Cummings dispels myths surrounding the female orgasm, digs deep into what actually an orgasm is, and pinpoints the root cause of why heterosexual women experience less pleasure than men or lesbian and bisexual women.
With likes, comments, shares, and stickers, we gave women an array of ways to confirm they celebrated a day of female pleasure meant to empower women. Trade press firmly planted Vagina Appreciation Day on the cultural calendar, and earned media pushed an unapologetic conversation about sexual health & female pleasure into the mainstream—garnering 71.8 million impressions and 1.9 million organic engagements among our audience, resulting in a 50% increase in web traffic and 380% increase in organic search visibility for our brand. What we really wanted was orgasms, and we got them in the form of 12,100 engagements actions on social media letting us know they celebrated Vagina Appreciation Day through likes, comments, and shares from women everywhere, which in turn raised $12,100 in brand donations for women’s sexual health and education initiatives.
2022 Awards
Total Points: 3
Merit
Credits
Agency
McCann / New York
Music / Sound Production Company
JSM Music / New York
Creative Director
Craig Bishop
Lucas Shanks
Producer
Victoria Wills
Account Director
Dana Markiewicz
Design Director
Ethan Buller
Project Manager
Lauren Rieches
Strategy Director
Rosalind Mowitt
SVP Group Account Director
Lea Mastroberti
Chief Production Officer North America, Integrated Production
Nathy Aviram
Chief Strategy Officer
Erica Yahr
Co-Chief Creative Officer North America
Sean Bryan
Tom Murphy
Designer Ops Director
Elana Sasson
Digital Producer, Broadcast Production
Sean Flanigan
EVP Executive Account Director
Darla Price
EVP Executive Creative Director
Maru Kopelowic
EVP, Head of Business Leadership
Chioma Aduba
Executive Design Director
David Mashburn
Executive Producer, Integrated Production
Eric Shober
Senior Account Executive
Chelsea Cines
Social Strategist
Rebecca Krevat
Social Strategy Director
Danielle Karr
SVP Executive Integrated Producer
Debbie Dunlap
SVP Executive Music Director
Eric Johnson
SVP Group Strategy Director
Anna Andreis
UI Designer
Megan Ohr
UX Architect
Annie Panousopoulos
VP Comms Strategy Director
Whitney Bryan
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