Viva La Vulva is a campaign with at its heart, a lip-sync music video with a twist: it shows a beautiful diversity of vulvas singing loud and proud to the women who love them. Girls are not born ashamed of their genitals. Yet over half of women are embarrassed by theirs and a growing number wonder how to “get the perfect vagina”. How can you care for something if you do not love it the way it is? Libresse, a feminine care brand, who were new to intimate care in Europe, along with AMVBBDO and Ketchum decided to dynamite the myth of the perfect vulva through much-needed diversity and positivity that culture and the category were denying because the only imperfect vulva is the one that is silenced and unloved.