Awarded by:
Shortlisted by The Side Show 2020
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Overview
​Everywhere you look there are penises. Scribbled on toilet doors and in textbooks in all different shapes and sizes; they're unavoidable. Because of this, the conversation surrounding male sexuality is destigmatised from a young age.
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So by creating an equally simple and recognisable symbol for the vulva and putting it everywhere, we can level out the playing field.
Focus Group Drawing Class
We gave 50 people from a variety of ages, sexualities and backgrounds two tasks:
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Draw a penis.​
Everyone instantly did this with a lot of laughs, varying shapes and sizes all easily drawn with the same three part rule.
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Draw a vulva.
People were more hesitant to share their drawings which were varied in a totally different way: front-on views, undersides, graphical scientific detail or just a scribble of hair. No confidence or clarity in what a vulva is, let alone how to draw one.
Introducing (i)
By simplifying the way we see vulvas and the way we talk about female pleasure, we can be free to work out what normal is to us as individuals.
And so, we encourage people to focus on (i).
As brackets can be interchangeable ((i)) {i} ([i]) we can normalise different versions of what a "normal" vulva can look like.
![furryl{i]ttlepeach](https://static.wixstatic.com/media/8976e6_a2f22501369843e18a48e304aa16c84e~mv2.jpg/v1/fill/w_980,h_641,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/8976e6_a2f22501369843e18a48e304aa16c84e~mv2.jpg)
(i)llustrators (i)nvolvement
We enlist empowering female illustrators to help us plaster (i)s all over the country. They will be encouraged to use their own unique (i) in the artworks as well as in their social media.
(i)nfluencers
We begin to invade the digital world with (i)s too, asking empowering female influencers to join the movement by showing their own (i) in their usernames, posts and captions.
Dua L[i]pa
Dua L[i]pa
The Search for (i)
As more people search for all the variations of (i), we ensure that they get taken to a reliable internet source for explanation. Searches of (i) or any "am I normal?" will direct you to The Case For Her's "Am (i) Normal?" webpage where people can anonymously submit questions/confessions that will be responded to by professionals.
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t(i)ktok confess(i)ons
TikTok is a popular platform for candidly sharing embarrassing stories and confessions with the phrase "way too comfortable on this app" being very common.
We will utilise this by encouraging girls to use the hashtag, and getting our brand ambassadors and health professionals to make responses, giving advice and reminding young girls that normal can mean so many different things for both body parts and pleasure.