UNSPEAKABLE
The Challenge
Canesten exists to help women, girls and non-binary people set themselves free from shame and discomfort by normalising, educating and celebrating intimate health. As part of the D&AD New Blood Awards, Canesten challenged us to identify a taboo within intimate health and create an innovative campaign, service, product or packaging experience that helps break down stigma.
The Solution
UNSPEAKABLE is an educational card game designed to make conversations about sexual health more accessible and less intimidating. By encouraging players to use the exact anatomical and sexual health terminology in a playful setting, the game helps normalise the language needed to advocate for intimate health with confidence.
Game Design
Brand Identity
Packaging
Motion Design
People struggle to talk openly about sexual health because the language itself has become taboo.
The language used to talk about sexual health is often masked by euphemisms such as “down there” instead of “vulva” or “Netflix and chill” instead of sexual intercourse.
While seemingly harmless, these euphemisms can reinforce embarrassment and make it harder for women and gender-diverse people to use accurate, respectful vocabulary when talking about their sexual health. The stigma around sexual health even leads to patients and doctors censoring themselves instead of saying what they actually mean.
How might we give people with vulvas the words and phrases to comfortably and confidently communicate their wants, needs and concerns about their sexual health?
Credits
Art Direction: Angela Moth, Ellie Jiyoon Park, Melissa Chen
Illustration: Angela Moth & Melissa Chen
Packaging & Card Design: Melissa Chen
Logo Design: Ellie Jiyoon Park
Copywriting & Strategy: Teo Tabar
Motion & Photography: Hallie Franchesca Evans
Studio Leader: Nicky Hardcastle
Mentors: Mike Souvanthalisith, Divya Abe, Kris Andrew Small & Alexis Waller
Everyone deserves to feel comfortable and confident in their own bodies.
It just starts with the right language.
The card game comes with an array of sexual health vocabulary cards, a science-backed glossary and a set of stickers featuring mascots that are inspired by actual body parts!
Using bright colours, playful typography and friendly mascots positions UNSPEAKABLE for everyone to enjoy! No matter the age, gender or culture. To make it truly accessible, UNSPEAKABLE is available in multiple languages, so people across the globe can join the fun in learning the correct vocabulary together.