Summer's Eve engages social media to change public dialogue

LYNCHBURG, VA: Hygiene products company Summer's Eve launched a new campaign today aimed at empowering women and changing public communications about the female body through social media outreach.

LYNCHBURG, VA: Hygiene products company Summer's Eve launched a new campaign today aimed at empowering women and changing public communications about the female body through social media outreach.

The PR effort, which was created by the Richards Group, is named “ID the V” and kicked off this morning with an online test where women can find out how much they know about the vaginal area. So far, more than 4,000 women have already taken the test.

For every person who correctly answers the questions, Summer's Eve will donate money, up to $25,000, to empowerment organization “i am that girl.” The feminine products company decided to develop the quiz after a national survey of nearly 1,000 women revealed that 70 percent could not identify the five major parts of the vagina.

Since many media outlets won't allow the word “vagina” to appear in paid advertising, the initiative is taking a strong stand in social media platforms.

Summer's Eve and the Richards Group also want to help make women feel less “ashamed” or “embarrassed” when talking about feminine hygiene products or their own bodies.

“Our goal is to take the taboo out of something that shouldn't be,” said Angela Bryant, director of US marketing for Summer's Eve feminine products. “Female bodies are something that should be celebrated, and women should know their bodies and take care of their bodies.”

One of the major ways the campaign is shifting women's dialogue is through YouTube videos. Summer's Eve launched an unbranded set of videos called “That's Vaginal” two weeks ago, and the channel has received over 400,000 views.

“It's a fun way to get the word vagina out there, take some of the edge off of it, and bring it into common vernacular,” Bryant added.

On Sunday, July 24, Summer's Eve will continue spreading the word by attending the “Are you Game?” women's healthcare event in Chicago. At the event, the company will be handing out tank tops and samples of products, sponsoring a workout class, and getting more women to take the test in an effort to teach them about their bodies.

“It's not just education for education's sake,” said Stacie Barnett, PR principal at the Richards Group. “It's also in a relevant tone.”

“The total campaign is about education in a voice that women can relate to,” she added. “If we can't talk about it, we can't take care of it, so we're trying to shift to a more empowered move.”

Aside from the social media platforms, which also include multiple Facebook pages, a Twitter account, and a newly designed website, Summer's Eve revealed “The V” today, a newly developed television spot featuring stories from strong female archetypes, like Cleopatra.

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