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The Lady Garden Foundation Rewrites the Rules of Gynae Health Awareness
Give Your Fanny Five is an integrated healthcare awareness campaign created by Havas Lynx Manchester for The Lady Garden Foundation, launched in the United Kingdom in January 2024, that challenges young people to spend five minutes becoming familiar with their own anatomy as a life-saving act of gynae health self-care.
The Lady Garden Foundation exists to raise awareness and funding for gynaecological cancers. Established in 2014, according to the foundation's own records, it has built a track record of high-visibility advocacy, including a 2021 collaboration with 55 brands and celebrities for Gynaecological Cancer Awareness Month, as reported by ladygardenfoundation.com. Give Your Fanny Five represents a deliberate strategic shift: away from broad celebrity-led awareness and toward direct, practical self-care education aimed at students and young adults across the UK.
The campaign's core mechanic is disarmingly simple. It asks anyone with a vagina to dedicate five minutes to getting to know their bits — what is normal for them, and what might be a warning sign worth investigating. To support that act, Havas Lynx produced a companion resource called The Vagina Dialogues, an educational guide designed to make that five-minute check feel accessible rather than clinical or frightening. The integrated campaign spanned university-campus activations across 13 Freshers' Fairs, digital out-of-home placements outside university buildings, social media, and educational content, positioning gynae health as a subject young people in the United Kingdom could speak about openly. The campaign earned a Clapboard Score of 71 out of 100, reflecting its structural strength in audience targeting, cultural disruption, and channel integration.
Give Your Fanny Five is rooted in a single, well-evidenced cultural insight: conversations around checking breasts and testicles for cancer are broadly normalised in the United Kingdom, but vaginal and gynaecological self-examination remains culturally unspoken and practically unknown among young people. The Lady Garden Foundation and Havas Lynx identified this gap as both a health risk and a communications opportunity.
The decision to anchor the campaign at Freshers' Fairs was strategically precise. University entry is a documented inflection point in young people's health behaviours, when students are newly independent, open to new information, and attending events specifically designed to introduce them to new ideas. By placing campaign touchpoints outside university buildings and inside Freshers' Fairs across 13 venues, Havas Lynx intercepted an audience that is historically underserved by formal gynae health communications in the UK healthcare landscape.
The Lady Garden Foundation operates within a fragmented UK gynaecological health and cancer-awareness ecosystem. Comparable organisations include Ovarian Cancer Action, which reported total income of £2,609,197 for the year ending 31 March 2024, down from £3,408,297 in the prior year, according to the charity's own filings with the Charity Commission as reported by Ovarian Org Uk. Jo's Cervical Cancer Trust represents another prominent presence in UK gynae cancer advocacy. Neither organisation had, at the time of this campaign's launch, produced a student-facing self-examination drive with comparable channel specificity or language frankness, giving Give Your Fanny Five a clear position of distinctiveness within the category. The campaign's language strategy — using the word fanny and encouraging candid anatomical conversation — was itself a deliberate act of category disruption designed to overcome the embarrassment that suppresses both self-examination and help-seeking behaviour.
Give Your Fanny Five is built on confident, NSFW illustration work that places vaginal anatomy directly into public-facing spaces without clinical detachment or euphemistic softening. The visual identity was designed to achieve stopping power in high-traffic university environments, where competing messaging is dense and audience attention is short.
The creative approach pairs bold graphic illustration with frank, first-person copy that speaks to young people in language they actually use. The phrase Give Your Fanny Five functions simultaneously as a campaign title, a call to action, and a cultural declaration that gynaecological health deserves the same casual familiarity as other forms of self-care. This tonal decision — choosing the colloquial over the clinical — is the campaign's most significant creative choice, and the one most directly responsible for its reported audience impact.
Production credits for the Give Your Fanny Five campaign are publicly documented in part. The campaign was created by Havas Lynx Manchester, part of the Havas Lynx Group, for The Lady Garden Foundation, as confirmed by havaslynx.com. Experiential and media delivery involved native, which supported Freshers' Fair activation and media placement, as noted by Native Fm. The Crowd Agency provided the touring stand, promotional staff, event logistics, and merchandise, according to handsomefrank.com and supporting award documentation. Illustrative creative and copywriting awards were recognised at The Roses, where the campaign took Silver for Copywriting in 2023, per The Roses awards records. The Vagina Dialogues resource, produced to accompany the campaign, extended the creative work beyond the activation itself into a durable, downloadable health education asset that continued to generate audience engagement well beyond the Freshers' period.
Give Your Fanny Five generated independently documented performance results across every primary channel of the campaign. The activation reached 59,350 students across 13 Freshers' Fairs in the United Kingdom, according to campaign documentation cited by native.fm and havaslynx.com. During the Freshers' period, the campaign produced a 20-fold increase in website traffic for The Lady Garden Foundation, per the same sources. Social media delivery generated 2,416,158 impressions, and downloads of The Vagina Dialogues increased by 5,509%, figures reported by havaslynx.com and corroborated by native.fm.
Award recognition provides a further independent measure of the campaign's effectiveness within the UK healthcare and charity communications industry. Give Your Fanny Five won Gold at The Roses in the Charity or Non-Profit category in 2023, along with Silver at The Roses for both Copywriting and the Integrated category, according to The Roses awards records. At the PM Society Awards, the campaign won Silver in the Charity or Patient Organisation category and Silver for Disease Awareness — Public/Patients, plus Bronze for the Creative Impact Award, per Pmsociety Org Uk and pmlive.com.
No further independently verified campaign metrics beyond those cited above are publicly available at the time of writing. The structural evidence — mass student reach, a dramatic uplift in resource downloads, and multiple industry award recognitions across both creative and effectiveness categories — demonstrates that a campaign built on frank language and precise audience placement can meaningfully shift engagement with a previously stigmatised healthcare behaviour in the United Kingdom. The campaign's Clapboard Score of 71 out of 100 reflects this, acknowledging its creative and strategic distinctiveness while noting the inherent measurement constraints of a charity-sector health behaviour campaign.
Give Your Fanny Five is an integrated gynae health awareness campaign created by Havas Lynx for The Lady Garden Foundation in the United Kingdom, published in January 2024. It asks young people to spend five minutes learning their own anatomy to detect potential warning signs of gynaecological cancer, using frank language and campus-based activations to normalise vaginal self-examination.
Havas Lynx Manchester created Give Your Fanny Five for The Lady Garden Foundation. The campaign launched in the United Kingdom in January 2024, following award recognition at The Roses and PM Society Awards in 2023, confirming the campaign originated and ran in 2023 before its formal archive publication date.
Give Your Fanny Five won Gold at The Roses in the Charity or Non-Profit category, Silver at The Roses for Copywriting and Integrated, Silver at the PM Society Awards in both the Charity or Patient Organisation and Disease Awareness categories, and Bronze for the PM Society Creative Impact Award, all in 2023, per The Roses and pmsociety.org.uk records.
Give Your Fanny Five reached 59,350 students across 13 Freshers' Fairs in the United Kingdom, according to campaign data reported by havaslynx.com and native.fm. The campaign also generated 2,416,158 social impressions and a 20-fold increase in website traffic for The Lady Garden Foundation during the same period.
The Vagina Dialogues is an educational guide created by Havas Lynx as part of the Give Your Fanny Five campaign to support vaginal self-examination among young people in the UK. Downloads of the resource increased by 5,509% during the campaign period, according to havaslynx.com, making it a core measurable output of the healthcare awareness initiative.
The Lady Garden Foundation and Havas Lynx identified young people as an underserved audience in UK gynae health communications. University entry represents a documented moment of behavioural openness, and Freshers' Fairs provided direct, high-density access to that audience. The campaign's frank language was chosen specifically to overcome the embarrassment that suppresses vaginal self-examination among younger age groups in the United Kingdom.
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