CENSHERSHIP
CUNT SAY IT
MY ROLE:
Concept
CW
CW
TEAM:
Art Director: Amani Maatouk
Social platforms are built to regulate harmful content, but when it comes to women’s health, they often get it wrong—flagging and suppressing essential information because it’s mistaken for something explicit, while swearing and offensive language goes viral.
Censorship challenged this bias. If platforms won’t allow the medically correct word “vagina”, we replace it with something they allow – “cunt”. The campaign exposed the absurdity of moderation standards.
We launched across out-of-home placements in major cities, published a white paper on vaginal health replacing every “vagina” with “cunt,” and amplified it through female health creators and gynecological clinics, forcing a reconsideration of how women’s health is treated online.
Censorship challenged this bias. If platforms won’t allow the medically correct word “vagina”, we replace it with something they allow – “cunt”. The campaign exposed the absurdity of moderation standards.
We launched across out-of-home placements in major cities, published a white paper on vaginal health replacing every “vagina” with “cunt,” and amplified it through female health creators and gynecological clinics, forcing a reconsideration of how women’s health is treated online.
