OnePoll & 72Point were approached by Venture Life who were working with Balance Activ to understand women’s attitudes towards and understanding of the female anatomy, women’s health issues, their ‘private parts’, and the level of discretion they use when talking to various people about these topics. This was to ultimately inform their campaign ‘The Big Vagina Report’, the goal of which was to empower women to take control of their intimate health. The questionnaire was designed by the 72Point creative team and OnePoll researchers, with expert insight from Dr. Shazia Malik (consultant obstetrician and gynaecologist) and sex therapist Charlene Douglas.
The Research
For this large-scale project, OnePoll conducted an online survey with 5,000 women (those who identify as female). We included demographic splits on age, region, marital and parental status as we felt including these would uncover interesting insights towards different topics amongst these subgroups.
The Results
Some key findings from the research were:
- If experiencing an intimate issue, 3 in 10 (30%) say the place they are most likely to turn to first is the internet
- If asking for intimate products from behind the counter, a fifth (21%) admitted they would whisper or use a lowered voice
- Over 3 in 10 (31%) said they feel uncomfortable seeking help for their private parts when experiencing discomfort
- Almost two thirds (65%) are confident they could accurately name all the parts of the female anatomy; 34% have not looked at their own female anatomy with a mirror
- Almost three quarters (74%) agree that females are taught from an early age to hide their experiences, and ‘be discreet’ when referencing anything to do with their intimate area
- The top things respondents would want to change about women’s healthcare are: Education (37%), Accessibility to get symptoms checked (36%), Societal attitudes towards women healthcare (34%)
OnePoll delivered data tables as well as an executive summary covering the main insight from the research, as well as pointing out key differences between subgroups. Based on these, creatives from 72Point wrote up the data points into a news story. The campaign included a video featuring comedian, Kathy Maniura. The campaign has currently received 96 pieces of coverage, including a notable feature in HuffPost. 72Point’s in house design team, Oath, created the design of the online report on the Balance Activ website.
To download the report, head to Balance Activ’s website by clicking here:
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