pH-D was founded in 2014 after discovering the vaginal health benefits of boric acid – a holistic solution that for decades most women couldn’t access without a gynecologist. Unfortunately, vaginas – and women's health in general – are still a taboo topic, especially when dealing with social media algorithms on top of societal norms. We worked with the pH-D team to develop a social media tone of voice that invites all women into the conversation in a way that is fun, relatable, and educational – no matter where you are at on your vagourney.
The Strategy
With a topic as often controversial – for better or worse – as women's health, we needed to make sure we nailed the brand's tone of voice on social. We hosted a virtual whiteboard session with the client to help align on the appropriate balance of humor, education, and ✨spiciness.✨
Agency: Curiosity
Client: pH-D Feminine Health
My Role: Art Direction, Copywriting, Content Strategy, sometimes filming, editing and ✨talent✨
