2020

Make It Purr

Team:

Ning Jang (Graphic Design and Illustration) &  Nameya Jacobs (Copywriting)

Teen Vogue and The Case for Her on female pleasure and sexuality

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Problem

Sex education often forgoes information about vaginal health and pleasure. In contrast to education on male masturbation and male sexual awakening; girls, women, and non-binary persons lack guidance in this regard. A third of surveyed women said that they do not masturbate, with leading reason being it makes them uncomforatble or they don't know how. The challenge was to normalise the development and exploration of their sexuality.



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Concept

Make It Purr - Since vaginas and cats share the same nickname, the metaphor of cats as vaginas and purring as orgasming was used to discuss the topic. Just as pet owners take care to cater for their pets' specific needs, so Teen Vogue’s readers need to learn about and look after their own "kitties." This concept helped make the topic a less intimidating one to approach through tongue-in-cheek vocabulary.

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Strategy

The Make It Purr campaign will launch during March, which is International Women's month, and will encourage Teen Vogue readers to #PlayForPleasure.

Online Quiz

The quiz aims to help guide the user to exploring their bodies and vaginas. A series of questions are asked in order to determine which pieces of advice is best suited to this individual's preferences and needs. Quiz results give actionable masturbation tips and are displayed with a fun, share-able cat character. The quiz will send users to the forum.

Online Forum

A forum will be used to create a safe space online for people for questions, advice, and conversations around the topic of vaginas and masturbation. The goal of the forum is to allow people to freely discuss these topics that they may find confusing or uncertain with peers and professionals.

In-Browser Game

The online game will start with a randomly generated cat character which will have specified needs for where, how, and with what the cat would like to be pet in order to make it purr. Each time the game is played the cat will have a new look and new combination of needs and preferences. Through trial and error, the user will come to learn what this kitty needs. The purpose of the game is to show users that each cat/vagina looks different and likes different things, and it's okay to explore until they learn what makes them purr. The game will link to the online quiz and forum, as well as promp social media sharing.

Promotion

Branded content for The Case For Her will feature on Teen Vogue’s media channels. Teen Vogue will not only post content, but also share user-generated content from users sharing their game and quiz results.
Posters with QR-codes linking to the game will go up in public places like schools, unversities, bus stops, and malls.


Explainer Video

#PlayForPleaure


Quiz
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Forum
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Game

Successful Attempt

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Failed Attempt

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Questions

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Facebook and Twitter
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Instagram
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