Icons representing various sexual and reproductive health topics, including a lightning bolt, egg, blue flower, cluster of blue circles, a vulva with the label 'ORGANISMS,' a tampon with blood drop, and stars.

John x Vaginas

Art direction | Conceptualisation | Graphic Design

Working with the Creative Director, Emil Asmussen, at Uncommon CX we wanted to create an entry-level guide for ‘Johns’ learning about the vagina.

The concept was inspired by The Orgasm Gap presentation and a TikTok showing that a majority of men don’t understand periods, tampons and PMS. This concept is still being developed. 

Problem statement

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Problem statement 〰️

Problem

In 2023 and 2024 a TikTok trend seemed to gain attraction - men being asked questions about women’s health. And not knowing the answers. Despite a lot of these topics being taught in school, the knowledge about it seems to be below par.

Another example is The Orgasm Gap - an example of the difference between cis men and womens orgasms during intercourse.

The conclusion is that there is a big gap in the knowledge about women’s health despite 50% of the population being women - and we intend to solvet his problem.

Solution

The idea is to create a platform collating important information about womens health in an engaging way - helping both men and women learn about the different areas of womens health.

The solution will include educational ressources, quizzes and relevant content to help both parties learn more about it without feeling shame.

WIP

The videos in question

Early exploration

Ladybird styled book or app? Painted illustrations or modern flat-lay illustrations? That’s the big question.

An illustrated educational magazine spread about the female genitalia, featuring a cartoon diagram of the vulva and labia, with colorful headings and information, next to a photograph of a boy looking at framed pictures on a wall.
Open book with illustration of a woman's reproductive anatomy labeled 'Anatomy of the Clitoris' and a vintage painting of a man filming outdoors with a camera on a tripod.
A pink book held by a hand with beige nails, against a reddish-red background. The book features an illustration of a beanie-wearing character with a mustache, and text that reads: 'This is John. John is a hipster. John knows nothing about vaginas.'
Open magazine showing article about tampons with humorous questions and answers, including illustrations of a tampon and menstrual cycle details.
Mobile app screen displaying a health and reproductive education menu with options about the vulva, clitoris, pregnancy, hormonal changes, periods, and a quiz of the day.
Mobile app screen displaying a gallery of vulva images, a chat button to consult an expert, and tags related to women's reproductive health.

Visual inspiration

WIP

Webflow

WIP