Sadie Jones Design
All Good Down Here
All Good Down Here
Context
Context
All Good Down Here is an advertising campaign designed to normalise the topic of vaginal discharge, reducing shame around the subject and encouraging people of all genders to talk about this natural process freely. The marketing packet contains sling tags and custom protective underwear stickers. Both feature a confession of how someone discovered that discharge is natural, or the feelings of shame they felt before they discovered this.
This project is a response to a brief for the company Canesten, made for the 2026 D&AD competitions.
All Good Down Here is an advertising campaign designed to normalise the topic of vaginal discharge, reducing shame around the subject and encouraging people of all genders to talk about this natural process freely. The marketing packet contains sling tags and custom protective underwear stickers. Both feature a confession of how someone discovered that discharge is natural, or the feelings of shame they felt before they discovered this.
This project is a response to a brief for the company Canesten, made for the 2026 D&AD competitions.
The Colour Palette
The Colour Palette
The Colour Palette
This colour palette was specifically designed to mimic the different shades of vaginal discharge. The purpose of this was to present discharge in a way that was visually appealing, contrasting the stereotype of it being gross and unpleasant. In addition to this, the colour palette can be used to educate people on the variations of discharge colour and what the colour can signify.
This colour palette was specifically designed to mimic the different shades of vaginal discharge. The purpose of this was to present discharge in a way that was visually appealing, contrasting the stereotype of it being gross and unpleasant. In addition to this, the colour palette can be used to educate people on the variations of discharge colour and what the colour can signify.
This colour palette was specifically designed to mimic the different shades of vaginal discharge. The purpose of this was to present discharge in a way that was visually appealing, contrasting the stereotype of it being gross and unpleasant. In addition to this, the colour palette can be used to educate people on the variations of discharge colour and what the colour can signify.
The Stickers
The Stickers
The Stickers
The stickers are underwear protection stickers, like those found on underwear that is yet to be sold. These are customised for the All Good Down Here marketing campaign. The stickers show a personal story of how someone discovered that discharge was normal along with a QR code that gives people access to a website where they can share their story. The purpose of this is to highlight how the lack of conversation around vaginal discharge has affected so many individuals.
This design was also intended to be put onto swing tags for clothing (specifically women's lingerie) and posters. The aim for this Canesten campaign was that it would be in collaboration with Ann Summers, a popular lingerie store that encourages pride while dismantling shame around the female body. This would mean that the campaign would directly target women who support these values and are more likely to support the campaign and start the conversation on vaginal discharge.
The stickers are underwear protection stickers, like those found on underwear that is yet to be sold. These are customised for the All Good Down Here marketing campaign. The stickers show a personal story of how someone discovered that discharge was normal along with a QR code that gives people access to a website where they can share their story. The purpose of this is to highlight how the lack of conversation around vaginal discharge has affected so many individuals.
This design was also intended to be put onto swing tags for clothing (specifically women's lingerie) and posters. The aim for this Canesten campaign was that it would be in collaboration with Ann Summers, a popular lingerie store that encourages pride while dismantling shame around the female body. This would mean that the campaign would directly target women who support these values and are more likely to support the campaign and start the conversation on vaginal discharge.
The stickers are underwear protection stickers, like those found on underwear that is yet to be sold. These are customised for the All Good Down Here marketing campaign. The stickers show a personal story of how someone discovered that discharge was normal along with a QR code that gives people access to a website where they can share their story. The purpose of this is to highlight how the lack of conversation around vaginal discharge has affected so many individuals.
This design was also intended to be put onto swing tags for clothing (specifically women's lingerie) and posters. The aim for this Canesten campaign was that it would be in collaboration with Ann Summers, a popular lingerie store that encourages pride while dismantling shame around the female body. This would mean that the campaign would directly target women who support these values and are more likely to support the campaign and start the conversation on vaginal discharge.
