To encourage women to take an active role and have more open conversations with their gynecologists, the Centers for Disease Control and Prevention (CDC) has launched a new web series, Under the Paper Gown. The six-part series will star comedian Amber Ruffin and her sister Lacey Lamar, showcasing Amber’s growth “as she gains the knowledge and confidence to speak openly with her OBGYN,” according to the announcement. of the press.
Leveraging Ruffin’s relativity and the power of the comedic star, the campaign uses lightness to help women overcome the awkwardness many may feel when it comes to gynecological health. The agency behind the work, Ogilvy DC, turns the paper dress into a “symbol of strength and confidence” for women around the world.
As stated in the press release, “Libby Dwyer, Group Strategy Director for Ogilvy DC, said,“ Feeling uncomfortable and uncomfortable, even at the best of OGBYN exams, prevents women to speak openly about their health. We’ve found that if we can rely on laughter as an antidote for embarrassment and put more women at ease to understand their health, we can unleash more positivity and conversations about gynecologic health.
Click here to see the full webseries, Under the paper dress.