In March 2010, we launched a bold advertising campaign which saw beautifully illustrated posters of some of the pet names women call their vaginas plastered around London Underground and pulled along by adbikes displaying the URL loveyourvagina.com.

Visitors to loveyourvagina.com could submit their own pet names in the online poll, as well as find out more about Mooncup®.

The aim was to transform the conversation and break the taboo around talking about vaginas (and how we look after them), periods and sanitary protection.

The campaign received a huge amount of publicity, with The Guardian calling it the model for green advertising. It was the first time we had done a campaign on such a big scale.