The campaign is part of a drive by the personal care brand to highlight itself as a third alternative in sanitary protection.
Mooncup is aiming to stimulate debate and encourage women to care about their vaginal health as much as they care for their hair, nails and make up.
The outdoor ad campaign, created by St Luke’s, will appear on London Underground ad sites and advertising bikes targeting women commuting.
They feature words that women use to describe their vaginas including “coochie” , “lady garden”, and “fru fru” and direct people to the website loveyourvagina.com.
Although Mooncup has developed the ads, they are unbranded with the aim of “adding to the mystique and talkability around this taboo subject”.
Kath Clements, Campaigns Manager for Mooncup, says: “We hope the ads will get women thinking, smiling and talking about their vaginas. We’re up for women feeling good on the inside too!”
Mooncup positions itself as a brand that offers health and environmental benefits over tampons and sanitary towels.