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Mooncup launches ‘love your vagina’ campaign

Mooncup, the company behind the reusable menstrual cup, has launched a new advertising campaign calling on women everywhere to love their vaginas.

Highlighting the health and environmental benefits of its product over traditional forms of sanitary protection, the firm hopes to stimulate debate among ladies and encourage them to take vaginal health seriously.

It has developed a series of posters using slang terms for the female genitals, including vajajay, fru fru, coochie and lady garden.

"We hope the ads will get women thinking, smiling and talking about their vaginas," said campaign manager Kath Clements.

Singer Amy Winehouse is backing the advertising drive in an attempt to break the taboo surrounding women’s private parts.

She revealed that her vagina is nicknamed "my little va-jew-jew" and urged other women to christen their own downstairs areas with pet monikers.

Jennifer Love Hewitt needs no encouragement. In a recent interview on US chat show Lopez Tonight, she called her vagina her "precious lady" and said she’d had it bejewelled with crystals.

"It’s called vagazzling," she stated, telling audiences that afterwards her intimate area "shined like a disco ball".

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