Vagina Museum launches cheeky campaign for relaunch by TheOr

the vagina museum

The Vagina Museum, the world’s first bricks-and-mortar museum dedicated to vaginas, vulvas and the gynaecological anatomy, is due to open its doors at new premises in Bethnal Green 19 March, following almost six months of temporary closure.

As part of an awareness drive to announce its arrival in Bethnal Green and as a way of integrating into the local neighbourhood, the museum opens alongside a local OOH campaign called ‘Neighbours’.

Vagina Museum ‘Open Soon’

Neighbours is a pro bono campaign from TheOr London, from the Creatives behind The Vagina Museum’s 2020 ‘Open Soon’ campaign which raised almost £20,000 for the museum during the height of the COVID-19 pandemic and government enforced closure, through an auction of vulva-based artwork.

Launching 3 March, the museum’s new Neighbours campaign is made up of a collection of 16 eye-catching, statement-led posters designed by Mirjami Qin.

Some posters draw parallels between establishments already in the area and the museum’s offering, whereas others play on anatomical knowledge and bring to light the values of the museum itself. Provocative? They shouldn’t be.

Creative Director, Nathalie Gordon said: “Half the world has a vulva, a vagina and a clitoris – it should be normal to use these words in our everyday vernacular and be comfortable seeing them mentioned on billboards. 

“If anyone finds the campaign sensationalist, inappropriate or weird – it says more about them than it does the work or the museum.”

Senior creatives, Amy Fasey and Jacob Hellström said, “It’s been a pleasure to create some eye-catching vag-tastic work for the Vagina Museum again. 

“Not only are they a bunch of wonderful people, driving incredible change – they repeatedly push the boundaries of the spaces they are in – allowing bravery in work that we rarely see. 

“Hopefully having vaginas (and words like clit and vulva) in the public realm will help tackle the stigma surrounding gynaecological anatomy as a whole, as well as continue the museum’s mission of spreading knowledge, empowering womxn, and raising awareness of public health”.

The campaign has been running specifically in East London only since 3 March, in static and digital OOH formats. 

All media space has been donated to the Museum by long-term supporters Jack Arts, part of the BUILDHOLLYWOOD family and London Lites. 

Also donating space are new partners Clear Channel, who wanted to help the museum after awarding their ‘Open Soon’ campaign an OOH award in 2021.

After opening, The Neighbours posters will be available to buy on the museum’s website, with 100% of proceeds going back to the museum.

Pop-up origins

The Vagina Museum started as a series of pop-up events in 2017. It opened its first fixed premises in November 2019 based at Camden Market. 

In its two years at the site, more than 150,000 people visited the Museum’s exhibitions, Muff Busters: Vagina Myths and How to Fight Them and Periods: A Brief History. 

In September 2021, the Vagina Museum’s lease in Camden Market was not renewed. The Museum went public in its search for new premises, requesting assistance in finding a new site.

Through this search, the Vagina Museum connected with ENTER, a collective building a creative hub for the arts.

Florence Schechter, founder and Director of the Vagina Museum said: “We’re thrilled to be able to reopen our doors to the public. 

“During our temporary closure, we’ve had so many people express how much they missed us. Since the beginning of this project, it’s been crucial to us for the Vagina Museum to exist as a physical space. 

“These last few months have been tough as we’ve searched for a new home. We’re excited to become a part of the vibrant community in Bethnal Green.”