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“Half the word has a vulva, a vagina and a clitoris"
The Vagina Museum began as a pop-up art project in 2017 but grew into a permanent exhibition in Camden Market in 2019. The aim was to spread knowledge and raise awareness of gynaecological anatomy and health, and to lift the silent taboo so that people would dare to talk openly about their vagina and issues surrounding this anatomy.
Along the way, the museum has battled many issues related to this taboo. For one thing, their Instagram page had images removed because - gasp! - they were realistic depictions of vulvas. The TripAdvisor wouldn't even let the museum create a page, because the museum's name has the word "Vagina" in it.
And then the Camden Market location did not renew the lease. Undeterred, the museum searched high and low for a new space, and will now re-open in Bethnal Green on the 19th of March.
This cheeky campaign has been created to tease the public, while reminding them of the new location, with cheeky lines like “Mind The WAP” and “be the first to come”.
The campaign, which is up as a street poster in Bethnal Green and surrounding areas, also embraces the censorship the museum has endured, by making a poster that tells you how much they can't actually tell you without tripping into obscenity laws.
The posters all share the same palette, bright pinks, and graphic simple illustrations to evoke "pussy" or a woman's legs, open with a QR code covering the bits. The QR code, when scanned, gives you directions to the Vagina Museum.