Saying the quiet parts out loud through a refreshingly honest out-of-home and social campaign.
In June 2025, Femfresh (leading initimate care brand) partnered with Thursday (experiential dating brand) to launch Refreshingly Honest - an integrated campaign designed to challenge stigma around women’s intimate health. Backed by insight from Wavemaker UK that 46% of women in the UK cannot accurately identify parts of their own anatomy, the campaign set out to spark more open, honest conversations, by reframing intimate health through education, humour, and cultural relevance.
OUR WORK
Commissioned by THEY SAY STUDIOS, the work focused on shaping design expression across experiential and out-of-home touchpoints. This included designing for the live event environment, social media, as well as billboards across major UK cities.
WHAT WE DID
The result was a design system for the campaign that felt social-first, culturally aware, and intentionally unpolished, aligning with how real conversations actually happen. The campaign had 4.4M+ impressions across 28 billboard locations in London and Manchester.
Creative Scope
Creative campaign development
Billboard design
Social & digital content design
IRL event collateral design
Content Creation
COSTÈ STUDIO Team
Greta Costioli
Creative Lead & Designer
THEY SAY STUDIOS team
Jessica Ashman
Amy-Lee Cowey Small
Lucy Lane
Nicole Brixi
Lily Watson
Irene Frosinini
Kyra White
Geo James née West
Celia Duke
Laura H.
Kerbholz
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Creative Direction, Production, Web Design
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