Carefree shows all women that discharge is normal

Media Release
16th July 2012

Tackling the taboo:
Carefree® shows all women that discharge is normal

Why do we find it so hard to talk about discharge?
Why do we struggle to use the word ‘vagina’ in the media?

Vaginal discharge is normal – it is the female body’s natural way to help keep the vagina clean and healthy.
Discharge is – and always has been – seen as taboo.

It is because of this that Carefree® is on a mission to break the silence and tackle the taboo. Carefree® is addressing the issue respectfully by showing women of all ages – from puberty to menopause – that discharge is normal, and that it’s OK to discuss it.

In a national campaign that spans multiple media platforms, Carefree® is maintaining an honest and elegant approach to this perfectly natural subject. The campaign is a celebration of the female body and everything it can do.

Encouraging women to be open and unashamed, Carefree® is using the word ‘vagina’ in its television commercial for the campaign, one of the only brands to have done so in New Zealand.

Editor of Prettyprettypretty.com Joanna Hubris commends the honesty of the campaign, and anyone who chooses to create healthy dialogue about real concerns that women have about their bodies:

“It’s great to see a campaign that encourages those who have vaginas to talk about them. Your personal health should never be a taboo subject, no matter what part of the body you’re dealing with.”

Carefree® is helping to educate women on how to manage the everyday occurrence of discharge. Carefree® acti-fresh® liners are an easy and simple way to help women feel clean, dry and fresh everyday. With an ultra-absorbent core to lock away wetness and odour, and that unique Natural UndieFeel™ technology, they won’t even know they’re wearing one.

From 15th July 2012 Carefree® is encouraging all women to visit www.mycarefree.co.nz to learn more about discharge and try a complimentary seven day sample of Carefree® acti-fresh® liners for themselves.

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Notes to Editor: Joanna is a former public servant and now a marketing manager in the arts sector. She writes a blog Pretty Pretty Pretty (prettyprettypretty.com). When she's not reviewing beauty products at Prettyprettypretty.com, she's writing about her beloved hometown Wellington over at Wellingtonista.com.

The television commercial has been given a GXC rating. The commercial is placed in time slots predominantly after 7pm on a weekday and prior to 3pm

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