Why do we find it so hard to talk about discharge?

Why do we struggle to use the word 'vagina' in the media?

Vaginal discharge is normal - it is the female body's natural way to help keep the vagina clean and healthy.

Discharge is - and always has been - seen as taboo.

It is because of this that Carefree is on a mission to break the silence and tackle the taboo. Carefree is addressing the issue respectfully by showing women of all ages - from puberty to menopause - that discharge is normal, and that it's OK to discuss it.

In a national campaign that spans multiple media platforms, Carefree is maintaining an honest and elegant approach to this perfectly natural subject. The campaign is a celebration of the female body and everything it can do.

Encouraging women to be open and unashamed, Carefree is using the word 'vagina' in its television commercial for the campaign, one of the only brands to have done so in New Zealand.

Editor of Prettyprettypretty.com Joanna Hubris commends the honesty of the campaign, and anyone who chooses to create healthy dialogue about real concerns that women have about their bodies:

"It's great to see a campaign that encourages those who have vaginas to talk about them. Your personal health should never be a taboo subject, no matter what part of the body you're dealing with."

Carefree is helping to educate women on how to manage the everyday occurrence of discharge. Carefree acti-fresh liners are an easy and simple way to help women feel clean, dry and fresh everyday. With an ultra-absorbent core to lock away wetness and odour, and that unique Natural UndieFeel technology, they won't even know they're wearing one.

From 15th July 2012 Carefree is encouraging all women to visit www.mycarefree.co.nz to learn more about discharge and try a complimentary seven day sample of Carefree acti-fresh liners for themselves.