Sexual Health Week 2024 (9th-15th September) – Superdrug, the leading high street retailer, in collaboration with sexual health charity Brook, has launched the UK’s first-ever sexual health literacy campaign. Titled ‘Reclaim the Name’, the campaign aims to empower individuals to take ownership of their bodies and advocate for their sexual health and wellbeing.
Campaign Responds to Concerning Research
This initiative responds to new research revealing that 29% of Brits were not taught the word “vulva” while growing up, and 78% of women mistakenly use “vagina” when they actually mean “vulva.” Further findings show that slang terms are more commonly preferred, with 66% of 18-24-year-olds believing that terms like vulva, vagina, and penis sound “too medical,” leading many to favour slang.
Addressing the Need for Accurate Terminology
Superdrug’s campaign stresses the importance of using correct anatomical terminology when discussing sexual health. For instance, distinguishing between a painful vulva and a painful vagina can provide more accurate communication with healthcare providers. This approach is seen as essential to normalising conversations around sexual health and bodily autonomy, aiming to improve society’s understanding of sexual health.
Research suggests that over half (51%) of the population believe that using correct anatomical terms for body parts could improve overall sexual health, while 65% feel it would help reduce stigma and shame surrounding sexual health issues and pleasure.
First-Ever High-Street Sexual Health Advice Service
As part of the campaign, Superdrug is launching the high street’s first sexual health advice service in partnership with Brook. These in-store health clinics, piloting in London and Liverpool (both cities with high STI rates), will allow individuals to discuss their sexual health openly with experts from Brook. The service aims to break down barriers caused by embarrassment and will offer clear, accurate communication around sexual health, pleasure, and wellbeing.
VAT Removed from Own Brand Sexual Health Products
In a bid to encourage more proactive sexual health behaviours, Superdrug has removed the VAT from its Own Brand Condoms, Lube, and Massage Gel. This price reduction makes these products some of the most affordable on the high street, with prices now at £5.59 for condoms (previously £6.99) and £3.19 for lube (previously £3.99).
Superdrug’s new pricing strategy, “cutting the cost, not the fun,” underscores their commitment to improving access to sexual health products.
Online ‘Reclaim the Name’ Hub
In addition to in-store activations, Superdrug is launching a dedicated “Reclaim the Name” section on their website. This hub will feature essential information, guides, and blogs on sexual health, providing consumers with educational resources in collaboration with Brook. Key topics include the connection between mental and sexual health, as well as insights into the need for improved sex education.
Industry Leaders Weigh In
Superdrug’s Chief Commercial Officer, Simon Comins, remarked, “Sexual health, wellness, and pleasure are vital parts of society. As a leading health and beauty retailer, we are committed to making sure our customers have access to the knowledge and products that help them stay safe, while also having fun. Our research shows that there is still much stigma around these important topics. This campaign aims to break down these barriers and encourage more open conversations.”
Rebecca Shutt, Assistant Director of Education and Wellbeing at Brook, added, “Stigma is a significant barrier preventing people from accessing sexual health services. If individuals feel ashamed to talk about their bodies, they may not seek the support they need. This campaign, with its focus on sexual health literacy, provides people with the tools they need to communicate effectively with healthcare providers and partners.”
Sexual health advocate Charley Marlowe also emphasised, “It’s crucial to use correct terminology when discussing our bodies. We should not feel ashamed to advocate for our sexual health.”
Support from Switchboard
Switchboard, a leading LGBTQ+ helpline, praised the initiative, stating, “People of all sexual orientations and gender identities deserve accurate, easily accessible sexual health information. Campaigns like Superdrug’s serve as excellent examples of how to make this information widely available.”
This campaign marks a significant step forward in normalising conversations about sexual health and reducing stigma, making it easier for people to take control of their sexual wellbeing. With its comprehensive range of services and educational resources, Superdrug is leading the charge toward a healthier, more informed society.