London, UK — 26th June 2025: Femfresh, the UK’s leading intimate care brand, has launched a bold new integrated campaign in partnership with experiential dating brand, Thursday, aimed at breaking down the stigma around intimate health for women.
The “Refreshingly Honest” campaign, planned and delivered by TheySay alongside Wavemaker UK combines social storytelling, real-world events, and disruptive media to spark meaningful conversations, driving openness, education, and empowerment.
Driven by Wavemaker UK’s data insight that 46% of women in the UK can’t accurately identify parts of their own anatomy, the partnership focuses on breaking down taboos, empowering women and starting open conversations about dating, confidence and how intimate health factors into key life stages for women. Rather than take a clinical or issue-led approach, Femfresh is leaning into relatable storytelling to drive engagement and connection, with playful creatives from TheySay, a creative and digital marketing agency, and interactive, social-first and experiential activations.
“Refreshingly Honest” also marks both Femfresh and Wavemaker UK’s first collaboration with Thursday, a partnership hand selected by Wavemaker to link intimate health with dating culture – an often-overlooked context for this category – and invite Gen Z and Millennial women to share their real experiences.
The campaign spans digital, experiential, and out-of-home (OOH) channels. With social-first creative, influencer-led content on TikTok and Instagram will see creators sharing personal stories around confidence, dating and intimate care. In an experiential twist, Femfresh and Thursday are taking these conversations to the stage with ‘Thursday Night Live’, a comedy night planned and delivered by creative and digital agency THEY SAY in which influencers, press, and attendees can take part in honest, light-hearted conversations. Alongside comedy performances, the event will feature a “Vulva Love Letter Wall” to invite public participation.
Additional multi-layered activations include guerrilla and OOH marketing such as bold fly posters and billboards. There will also be in-app integration with the Thursday dating platform that brings the campaign directly to users’ screens.
Playful and unmissable, the campaign’s “Refreshingly Honest” theme will champion open dialogue and break down stigma for women across the UK through candid, conversational storytelling.
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”
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.”
Emma-Louise Maw, Global Head of Partnerships at Thursday said: “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.”
