Condom and lube startup Hanx wants to talk about vaginismus this Valentine’s Day
The sexual health brand is working with Edinburgh agency Leith to draw attention to the condition, which results in involuntary contractions of vaginal muscles and can make everything from tampon use to penetrative sex painful or impossible.
Valentine's Day Ad from Hanx / The Leith Agency
The Leith Agency has come together with condom brand Hanx to raise awareness of how 2 in 1,000 people suffer from vaginismus – and how, despite being on a par with erectile dysfunction, hardly anyone talks about it and there is no one-pill cure.
In a statement, the brand – which was founded by gynecology doctor Sarah Welsh and investment banker Farah Kabir – commented: “As we say at Hanx, sex is too often considered a boys’ club. This excludes people with vaginas and makes those with vaginismus feel ostracized. We wanted to help Leith to build on the frank, female-centric and positive conversations around sex that Hanx and its pioneering female founders have started – including how to experience pleasure if you can’t have sex the way everyone else does.
“For too long, the ins and outs of sex have been a male-dominated topic, with vaginas and painful conditions such as vaginismus too taboo to discuss openly. We’re excited to team up with Leith to build on the frank, female-centric and sex-positive conversations we have with our community – including how to experience pleasure when your body won’t play ball.”
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To get people talking, a series of straight-talking billboards and social ads have been launched, directing people toward a website full of information. Hanx will also be hosting an event to bring together people with vaginismus.
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