Wavemaker UK has played a central role in delivering a bold new integrated campaign for Femfresh aimed at breaking down stigma around intimate health and starting more honest conversations.
The “Refreshingly Honest” campaign, delivered in partnership with experiential dating app Thursday and creative agency TheySay, is driven by Wavemaker UK’s insight that 46% of women in the UK can’t accurately identify parts of their own anatomy. The campaign is designed to break taboos and connect with women through candid, socially relevant storytelling around dating, confidence and life stages.
Rather than take a clinical or issue-led approach, Femfresh is leaning into relatable, culturally connected content. The campaign combines social storytelling, real-world events and disruptive media to drive openness and education. It marks both Femfresh and Wavemaker UK’s first collaboration with Thursday, a partnership designed to connect intimate care with dating culture and reach Gen Z and Millennial audiences in a space often overlooked by the category.
Richard May, Content Lead at Wavemaker UK, said: “‘Refreshingly Honest’ is more than an ad campaign, it’s a long-overdue call for unapologetic honesty and community among women. Partnering Femfresh with Thursday allowed us to place intimate care in the everyday – dating, relationships, humour – and in doing so, normalise the conversation in a way that feels empowering, inclusive and refreshingly human. It’s an inherently social campaign, tapping into authentic moments both in-person and online to start a much needed conversation.”
The campaign spans digital, experiential and out-of-home channels. Social-first content and influencer-led storytelling on TikTok and Instagram aim to spark personal, unfiltered conversations. In an experiential twist, Thursday and Femfresh are hosting ‘Thursday Night Live’ – a comedy night planned and delivered by TheySay – to bring those conversations to the stage. Alongside performances, the event will feature a “Vulva Love Letter Wall” to invite participation.
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Further activations include guerrilla marketing, bold fly posters, billboards and in-app integration with the Thursday platform to connect directly with users.
Kristina Spencer, Brand Manager at Femfresh, said: “We’re here to support women in having candid, honest conversations – especially around the realities of modern dating. Intimate care shouldn’t be a taboo topic; it should be part of the everyday chat we have with our friends. This campaign is about showing up with humour, heart and zero filter – because when we talk openly about the awkward, the funny and the all-too-relatable moments, we feel more confident, more connected, and a lot less alone.”
Emma-Louise Maw, Global Head of Partnerships at Thursday, added: “The creative is rooted in relatable storytelling that celebrates women’s lived experiences, without the clinical tone this category too often defaults to. From playful copy to unfiltered social content, every thought point is designed to welcome openness and spark connection. Together with Femfresh and THEY SAY, we’ve created a campaign that’s about confidence and breaking the stigma. It’s intimate care, but not as you know it. And that’s exactly the point.”
