Campagne Conceptbook - BitsBootycamps by Romy Warnars

CAMPAIGN CONCEPTBOOK

A cheeky campaign concept for Bits Bodywear.

BOOTYCAMPS

1


Wel

the

boo

2

INTRODUCTION

come to

Bits

tycamps

Hey Ladies! Want to know more about your flow? or how to

reach the big ‘O’? Because it’s time to focus on your sexuality

and pleasure! Welcome to Bits Bodywear’s latest campaign:

The Bits Bootycamps.

We know, sex-ed can be clinical, non-sexual, and taught by the

wrong person, extremely awkward! That’s why Bits Bodywear

has sprinkled its latest campaign with cheeky playfulness and

a sh*tload of fun!

In this campaign conceptbook for Bits Bodywear, you’ll find

all the tools you need to bring The Bits Bootycamps to life.

Following this guide will lead you through a cheeky campaign

and all of its visual directions. This bubbly, educational and

light-hearted campaign will support Bits Bodywear to reach its

goal: to increase the intrinsic value of the products to stay

relevant for their user group and more accessible to their

initial target audience.

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But enough of that chit-chat.. because It’s time to turn the TMI (too much

information) into GMI (give more information) with Bits.


Bits BOOTYCAMPS

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Start sexploring

CONTENT

why?

07 THE TARGET GROUP

13 THE MARKET & ZEITGEIST

15 THE BRAND

20 THE OPPORTUNITY

21 THE CHALLENGE

what?

22 THE CONCEPT

29 KEY INSIGHT, KEY MESSAGE & PAY OFF

30 TONE OF VOICE

32 LOOK & FEEL

35 THE OBJECTIVES

How?

38 CAMPAGNE TOOLS & TIMELINE

40 FLOWCHART

42 WEBSITE

44 PLATFORM

47 CAMPAIGN IMAGERY

48 PUBLICATIONS

51 CAMPAIGN POSTERS

56 SOCIAL MEDIA STRATEGY

58 FACEFILTER

60 INFLUENCERS

63 VENDING MACHINES

65 WORKSHOPS

67 POP-UP INSTALLATION

69 WHAT’S NEXT?

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70 SOURCES


The explo

Bits BOOTYCAMPS

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bloom

WHY? THE TARGETGROUP

ring

SO WHO ARE WE TARGETING?

Well, you read that right! The exploring Bloomers. These ladies

are young modern women from the age of 18 to 35, right amidst

their crazy and flourishing lives. These young urban women live

to explore and love adventures, big and small! They cherish

the environment and sustainability, but also appreciate a dash

of Dua Lipa and Lady Gaga to spice things up. The Exploring

Bloomers do not take themselves too seriously and they buzz

through life with positivity and humor. However, within their

radiant lifestyles, they are on a search for comfort. Comfort with

whom they are, and how they want to live their lives. These

ladies want to feel good within their own cute booty, and they

want to further explore who they REALLY are.

THE STRUGGLE

Growing up in the 90s/00s, The Exploring Bloomers were raised

in a time when women in media had to be skinny and hairless to

be valued. But guess what, women are no eels, and the Exploring

Bloomer knows that! These ladies are breaking the pattern

and are sexploring their own bodies, pleasures, and strenghts.

Topics like menstruation and body hair to edgy? Not at all! But

we all know it can be hard to find that one person who’ll respond

instantly to some of your ‘’awkward’’ sex questions. They value

in-depth in-tell on these topics and want them to be normalized

so that the taboo can be broken

Let’s talk about sex baby!

7

ers


Bits BOOTYCAMPS

Playfull

conscious

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18-35 year

Adventurous

WHY? THE TARGETGROUP IN IMAGE

Bold

Nostalgic

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value

togetherness

online


Bits BOOTYCAMPS

''There is much more

openness around top

like menstruation a

hair. Bits do not bel

in treating these top

as taboo or edgy we

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act like they are no

because they are!''

- Mafalda Haugsand, Founder of Bits Bodywear

WHY? THE ZEITGEIST & MARKET

ics

nd body

ieve

ics

just

rmal

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Bits BOOTYCAMPS

it's Time for a

change!

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WHY? THE MARKET & ZEITGEIST

MARKET

Diversity, inclusivity, and sustainability. Luckily, these important topics

are taking over the undie market slowly but surely (Staa, 2021). Bits

Bodywear commits to representing real beautiful ladies in every color,

size, or shape and focuses on an accurate representation of today’s

colorful, and diverse society.

Because of COVID-19, comfort became one of the biggest trends which

not only influenced the fashion industry, but also the undie market.

(FINALLY!) Your dream undies need to be practical, easy to wear, and

above all, embrace your beautiful body (Esch, 2021)! Bold, poppy colors

and prints with a dash of nostalgia, are definitely on trend (Esch, 2021.

Bits implements this same color popping formula, to its campaigns and

color drops.

‘’Sexy’’ positioned models, with super slim bodies are however still used

in today’s undie market imagery. Bits is trying to break the conventional,

by using a diverse range of models in powerful, fun, and dynamic poses.

No more sexed-up kitty cats on your screen, but real powerful ladies!

ZEITGEIST

Exploring Bloomers, it’s time to go on an adventure! Because exploration is what this group does best.

Inequalities are being tested, and gaining insights through the world, wide, web is easier than ever before.

However, youngsters experience great pressure because of that picture-perfect life, influencers pretend to

have - But listen to this, it’s all fake babe! Everyone wants to be prettier, thinner, smarter, a.k.a. their ‘’best’’

selves (Druk door sociale media, z.d.). But even though we can Tweet, Snap, or Insta all day through, our

society is divided and focused on its own individual. Real convos only exist for ‘’the lucky few’’, and even then,

it’s often too shameful or awkward to talk about certain topics (Bruns, 2021).

Awkwardd!! That talk about sex, is often still a no-go-zone. But luckily young urban advocates take the lead in

normalizing cheeky sex talks to break the taboo (Redactie NRC, 2015).

TREND

But ladies, let’s cut the cr*p. Do we really experience a taboo on topics such as sex? Unfortunately

yes! Society created that image for us, because sex-ed is too clinical, non-sexual, and taught by the

wrong person, extremely awkward (Haugsand, 2022)! A lot of young women experience sex talk as too

intimate and awkward, which is why they are left to their own devices (and google) to get answers to all

of their ‘’awkward’’ sex questions.

But let’s not even start with why Google is not your go-to guide to sexploration. Youngsters rely

on everything that comes from the internet, which makes us all self-proclaimed doctors nowadays

(Pornokijkers vinden zichzelf experimenteler in bed, z.d.). There is a great need for accurate sex-ed,

especially when it comes to topics such as the female body, pleasure, masturbation, and the vulva

(Redactie brandpunt, 2019).

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Bits BOOTYCAMPS

BOOTYCAMPS

WHY? THE BRAND

Bits Bodywear focuses on

sustainable everyday underwear, created

for young contemporary women. Practical,

comfortable, and sexy underwear, with a

playful twist.

Cute butts for everybody!

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Bits BOOTYCAMPS

Let's rock the undie market

Bits Bodywear sells cute, comfortable, and sustainable dream undies. Bits is based on

the idea that the undie market isn’t catering to the real needs of contemporary women.

The three founders: Mafalda Haugsand, Lara Wagner, and Fanny Zintl, had to come up

with something new! Their core inspiration? Real women! Who want to feel comfortable

in their own skin.

what's the purpose?

To make young contemporary woman feel comfortable in their own skin by catering to

their real needs.

Vision

Practical is cool. Comfortable is sexy.

We’re creating the underwear we have always wanted. Flattering, made for every day,

supersoft and made of sustainable fabric

(Bits Bodywear, z.d.).

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mission

We are rethinking underwear to inspire self-love.

For too long underwear has felt patronizing: You can’t look sexy if there’s no lace.

Granny panties are for your eyes only. Practical underwear can not be exciting. Lingerie

can only be modeled by bodies who are unattainable for a majority of the population

(Bits Bodywear, z.d.).

Not anymore.

WHY? THE BRAND

Practical is cool.

Comfortable is sexy.

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Fun, Flirty, Young, Adventurous, Bold, Fearless, Bubbly, Transparant


I find t

Bits BOOTYCAMPS

''altho

sustain

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The struggle!

ugh Bits is

WHY? THE BRAND

able and inclusive,

he prices too high''

- Karlijn Knipping, Exploring Bloomer

Bits Bodywear sells its products within a middle to a high market

segment, with a price of €24,- per undie. Because of the high prices,

a big part of you ladies is, therefore, unable to seal the deal, purchase

Bits’ items, and enjoy the comfort of a real dream undie!

Fans of Bits find the brand inspiring because of its sustainability,

inclusivity, and posts about female sexuality, and pleasure, but are put

off by the prices. They follow the brand but do not engage with Bits,

or purchase. To this point, Bits sends out information about female

sexuality and pleasure but does not interact with its community, even

though the target audience has a great need for it.

Bits focuses mainly on young urban women within Amsterdam, but

with that, loses sight of other cities and countries.

Bits, therefore, has a divided target audience; The actual user group,

and the target audience. Bits needs to work on its communication

towards The Exploring Bloomers so that the intrinsic value of the

products can be increased, to stay relevant to their user group and

more accessible to their initial target audience.

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Bits BOOTYCAMPS

The opportunity

The Exploring Bloomers want to feel seen, heard, and recognized, and

guess what? Exploring Bloomers, we see you! And we want you to feel

that way. Dare to ask, and we’re here to listen. Bits Bodywear inspires

The Exploring Bloomers and dares them to ask ‘’awkward’’ sex questions

to break the taboo society created. Bits does this by creating recognition

which encourages them to talk freely about their sexuality and pleasure.

Bits increase the intrinsic value of their products by adding sex-ed to the

equation. 1 + 1 = The Bits Bootycamps! By deepening (no pun intended)

contemporary sex-ed with the ‘’awkward’’ sex questions no one dares to

ask, Bits motivates and inspires The Exploring Bloomers to connect and

engage.

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WHY? THE CHALLENGE

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The challenge

What role can Bits Bodywear play in terms of sex-ed for The Exploring Bloomers, to

increase the intrinsic value of the products and therefore stay relevant for their user

group and more accessible for their initial target audience?

Bits BOOTYCAMPS

ooty

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bits bootycamps

bits bootycamps

bits bootycamps

bits bootycamps

bits

pre

the bits

bootycamps

bits bootycamps

bits bootycamps

WHAT? THE CONCEPT

bootycamps

camp

sents

bits bootycamps

bits bootycamps

bits bootycamps

bits bootycamps

bits bootycamps

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A cheeky campaign concept for Bits Bodywear.

WHAT? THE CONCEPT

BOOTYCAMPS

BITS BOOTYCAMPS

Why are my breasts not the same size? Do I smell normal? Does that farting sound

happen to everyone? Or, am I supposed to be bald... down there?

Ladies, we all know it can be hard to find that one person who'll respond instantly

to some of your ''awkward'' sex questions, and let's not even start about why

google is not your go-to guide to sexplanation. Lucky for you, Bits fills in the blanks

with colors, to all the questions you never dared to ask. No need for that talk of

shame or wide-legged position at your OB-GYN to get all the answers. Let's spill

the beans and cum clean with The Bits Bootycamps. Because, awkward things

happen to the best of us - not just you!

We know, sex-ed can be clinical, non-sexual, and taught by the wrong person,

extremely awkward! That's why The Bits Bootycamps has sprinkled sex-ed with

cheeky playfulness and a sh*tload of fun! Let's turn the TMI (too much information)

into GMI (give more information) with Bits.

By connecting Bits' products to your burning questions, Bits shows that not all

questions are as black and white as one might think. There is simply no strange

question to be asked, and by showing the variety of colors, Bits shows the diversity

of questions young women may have.

Trust us, ‘’awkward’’ sex questions are part of life and everyone has them (yes,

everyone). This is why Bits Bodywear serves up a bubbly, cheeky, and playful

campaign that focuses on female sexuality and pleasure (yes!). We have to admit,

that it can be thrilling to talk about sex, This is why Bits takes the lead and asks

these ‘’awkward’’ sex questions for you. Bits shows that your sex questions aren’t

as awkward after all, and inspires, invites, and motives daredevils like you, to

eventually share your burning question. Yep Exploring Bloomers, you heard us

right! We invite you to interact and share your ‘’awkward’’ sex questions so that

recognition can be created, and taboos can be broken.

CENTRAL: LIBERATING TRANSPARENCY

Sustainable, real, raw, freeing, honest, togetherness and intimate

FUNCTIONAL: SEXY COMFORT

Comfortable, sexy, embracing your body, empowered, accepting, and real

EXPRESSIVE: BUBBLY PLAYFULNESS

It’s cute, stylish, colorful, fun, with a sense of humor, never serious with a dash

of nostalgia

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Bits BOOTYCAMPS

Dare to ask!

By connecting Bits Bodywear to frequent never-dared-to-ask google

searches, we finally give you all the answers you need! No more talkof-shame

with your bestie, and we spare you the trip to your awkward

dusty doc.

These specific questions will be linked to Bits’ products for the Bits

Bootycamp campaign. So, when one of you ladies is consulting google

to get the answers you need, Bits’ undies and the Bootycamp platform

will pop up and at the same time, provide you with the accurate answer

you need.

Bits shows the diversity of all of your questions. We don’t label a question

as strange or embarrassing, cause Hunny, we all got them!

Let’s start sexploring!

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WHAT? THE CONCEPT

The questions Bits asks

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MENSTRUATION

ORGASMS

SEXUAL ORIENTATION

BODY

SEX

MASTURBATION

BIRTH CONTROL

BOUNDARIES

BODY HAIR

HYGIENE

VULVA

HORMONES

How much blood is too much blood?

Why don’t I reach the big O during sex?

Does watching girl-on-girl action make me gay?

Is it normal that my breasts don’t look like Pamela’s?

Is it normal to loose my sex-appetite while being stressed as f*ck?

How can I improve my flying-solo moments?

Am I too late to take the morning after pill?

Is it safe to send nudes?

What should i do with my hair.. Down there?

My discharge looks funky, is that normal?

Why don’t my private parts look like a centerfold’s?

Are my mood swings hormonal?


Ke

ke

Bits BOOTYCAMPS

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Pa

WHAT? KEY INSIGHT, KEY MESSAGE & PAY OFF

y insight

Sexual education needs to be fun!

y message

‘Making sexploration fun!’

y off

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#Dare to ask


Bits BOOTYCAMPS

CHEEKY

A little naughty? Yes! Bubbly? Yes! Fun? Yes! Playful?

Yes yes yes!!! We’re young and not afraid to show!

BOLD

A little slang here and there never hurt nobody, right?!

PERSONAL

SUPPORTIVE

Yes, Exploring Bloomers we’re talking to you! Bits

wants to address all of their texts straight to the

source, you!

Bits wants to support and motivate. You’re not the

only one with questions, we got them too!

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TONE OF VOICE

Let’s talk about… the tone of voice! With the Bits Bootycamps we like to address

you, ladies, in a very specific way. We like to keep things light, open, real, and we

definitely don’t beat around the bush! Just like our sex-ed, we keep it fun! Bits wants

The Exploring Bloomer to feel heard, seen and recognized. Therefore our tone of

voice is cheeky, bold, personal, and supportive.

With the Bits Bootycamps, Bits is targeting more than just Amsterdam, so we like to

keep things inclusive and understandable for all!

Bits Bootycamps cheeky, bold, personal, and supportive tone of voice, is translated

throughout the whole campaign, from the Bits Bootycamps installation on Lowlands,

to the social media strategy.

WHAT? TONE OF VOICE

BOOTYCAMPS

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Bits BOOTYCAMPS

The color pop

COLORS

The color palette used for the Bits Bootycamps is color-popping-good! For the visual identity of the Bits

Bootycamps, Bits’ signature colors are used. The color pop represents fun, playfulness, and diversity.

The use of color makes the visual identity accessible and light-hearted, just the way we like it! Besides

the written text, almost no black and white is found.

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TYPOGRAPHY

The Bits Bootycamp campaign is bold, playful, and nostalgic. This is also visible in the typography we

choose to use. Our Bootycamp logo is solely written in the Abstract Groovy font but can be used in

all of the colors from the Bits color palette. Helvetica is used in the light, regular, and bold font types.

Helvetica is mainly used for body text. Because of the playful look and feel of the campaign, Helvetica

is used to balance out the bubbliness and to keep it clean and professional.

WHAT? LOOK&FEEL

abstract groovy

abstract groovy

Helvetica

Helvetica

Helvetica

COLOR POPPING

Fun and flirty with a splashing with color palette

FEARLESSLY BOLD

We’re not afraid to make a statement

BUBBLY PLAYFULNESS

Happy, fun and sugar sweet!

FUTURE NOSTALGIA

Us millennials are nostalgic as hell!


Bits BOOTYCAMPS

34

WHAT? OBJECTIVES

Think

Ladies, want to know more about your flow? or how to reach the big ‘O’?

Because its time to focus on your sexuality and pleasure! With the Bits

Bootycamps, Bits increases the intrinsic value of its products by creating a

bubbly, cheeky and playful campaign to stay relevant for their user group and

more accessible for their initial target audience.

Feel

Exploring Bloomers, we see you! And we want you to feel that way. Dare to

ask, and we’re here to listen. Because Bits wants you to feel heard, seen and

recognized.

do

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Bits dares you to ask all your ‘’awkward’’ sex questions to break the taboo

society created. Everyone has steamy thoughts (believe me, not just you) and

we want you to feel connected and recognized. Bits encourages you to freely

talk-that-talk about sexuality and pleasure!


Bits BOOTYCAMPS

There is still too muc

taboo concerning

topics such as sex an

the female body. Even

when I'm with friends

I notice that some

subjects are brushed

36

off and laughed awa

People do talk about

it, but not nearly

enough.

-

Lisa van Arnhem, Exploring Bloomer

HOW?

h

d

,

y.

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Bits BOOTYCAMPS

campaign to

& timeline

For the Bits Bootycamp campaign, Bill will be using its regular communication tools

(Instagram, TikTok, and sponsored publications) and some additional tools (a pop-up

installation, workshops, vending machines, an online platform, and a face filter). Next to

that, they will be using three types of media, paid, owned, and earned. Bits uses these new

types of communication to spread the campaign to another level and to address the target

audience in a new bubbly way. The types of communication used in the campaign match the

interest and beliefs of the target- and user group. Bits’ communication will exist out of On- and

offline tools. The Exploring Bloomers are active online but are exploring themselves and the

world more and more. Bits wants to address the target audience offline as well to support and

connect The Bloomers outside of the anonymous dark web.

10 WEEKS 1 2 3 4 5 6 7 8 9 10

Campaign imagery

Posters

Sponsored publications

Instagram communications

TikTok communications

Website

Campaign platform

Facefilter

Vending machines

Pop-up installation

Workshops

Dare-To-Ask

HOW? TOOLS & TIMELINE

ols

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TIMELINE

The Bits Bootycamp campaign will have a 10-week time span and exists out of the following phases: Desire

(tease), Arousal (release), Orgasm (activate), and Resolution (maintain).


bits b otycamps

bits bootycamps

Ladies, we all know it can be hard to find that

one person who'll respond instantly to some

of your ''awkward'' sex questions, and let's

not even start about why google is not your

go-to guide to sexplanation. Lucky for you, Bits

fills in the blanks!

3808 1141 2873

How much blood is too

much blood?

The answer

Basically, over 80mls per period is

too much. Normal is 10-60mls and the

average is 30mls. If you don’t wear a

moon cup and can’t tell how many mls

you’re bleeding, assume any clots, any

leaking through or having to change your

tampon every hour — even just on the

first sign — is a red flag to a doctor!

Bits BOOTYCAMPS

flowchart

THROUGH INSTAGRAM & TIKTOK

THROUGH IN

the bits

bootycamps

presents

Bootycamps

CAMPAIGN IMAGERY

INSTAGRAM

REFERENCE

REFERENCE

WEBSITE

PLATFORM

INSTAGRAM + TIKTOK

COMMUNICATIONS

REFERENCE SOCIALS

LINKED

Let's Unzip

Bootycamps

REFERENCE

SOCIALS

The struggle!

REFERENCE PLATFORM

POSTERS

REFERENCE WEBSITE

CAMPAIGN PLATFORM

LINKED

PLATFOM

LINKED

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Here is your first look at

Bits Bodywear’s new Bits

Bootycamp campaign

- Lets start sexploring

REFERENCE

PLATFORM

BOOTYCAMPS

SPONSORED

PUBLICATIONS

REFERENCE WEBSITE

BITS BODYWEAR

WEBSITE

desire

An online and Offline tease to create curiosity

and desire concerning the Bits Bootycamp

campaign

arousal

The campaign is being launched through online channels

such as Instagram, TikTok, Bits Bodywear’s website, and

their community platform. The Exploring Bloomers are being

seduced to actively participate with the Bits Bootycamp

campaign. They will get aroused to gain knowledge about

questions they never dared to ask in public before.

Bits Bootycamps

Dare-To-Ask: Amanda

Unless you’ve had a boob job, don’t count on perfectly

symmetrically breasts.

That’s because breasts are made of mammary gland

tissue and fat, and have naturally different amounts in

each, explains Glenn Updike, M.D., assistant professor

of obstetrics and gynecology at Magee Women’s

Hospital in Pittsburgh.

For some women, the difference is more pronounced –

but it’s usually a cosmetic issue.

The fix: If it’s embarrassing or affecting your sex life,

surgery is an option.

If one breast suddenly becomes much larger than the

other, it could indicate an infection or tumor. Run to

your gynecologist to have it evaluated immediately.

FLOWCHART

* The campaign platform and the pop-up are leading elements within the

campaign. Every aspect of the flowchart is explained on the following pages

HOW? FLOWCHART

REFFERENCE WORKSHOPS

STAGRAM & TIKTOK

POST DARE-TO-ASK

REFERENCE FACEFILTER

FACEFILTER

DARE-TO-ASK

SIGN UP

REFFERENCE

WORKSHOPS

QR

REFERENCE

QR

REFERENCE

POP-UP INSTALLATION

VENDING MACHINES

LINKED

SIGN UP

POST

DARE-TO-ASK

GET ACCES POST ON PLATFORM

Is it normal that my

breasts don’t look like

Pamela’s?

DARE-TO-ASK

41

orgasm

Because The Exploring Bloomer gets stimulated through

Bits’ imagery and information, they will feel recognized and

invited to actively participate on- and offline with the brand.

resolution

Dare-To-Ask is here! Bits dares the real daredevils,

who feel now comfortable enough, to participate

and ask their ‘‘awkward’’ questions. Professionals

will answer all questions through workshops and the

community platform.

Bits BOOTYCAMPS

Google - a gir

best friend

WEBSITE

Every image, poster, giff, and reel posted by Bits, is colorpopping-good.

By connecting Bits Bodywear to frequent

never-dared-to-ask google searches, we finally give you all the

answers you need! All of the questions are being answered

by professionals and shared with The Exploring Bloomers

through the Bits Bootycamp platform.

Bits teases its target audience by renaming the colors of the

products. By doing so, Bits will pop up as a google search

whenever the question is being asked on google. This will

create more flow to the website and increase eventual sales.

With every question, Bits will provide all the answers.

By connecting Bits Bodywear to these ‘‘awkward’’ questions,

Bits shows that not all questions are as black and white as

one might think. There is simply no strange question to be

asked, and by showing the variety of Bits’ colors, Bits shows

the diversity of questions young women may have.

42

The never-dared-to-ask google searched questions, will

reappear throughout the whole Bits Bootycamp campaign.

HOW? WEBSITE

ls

Bits Bootycamps

How much blood is too

much blood?

#DareTo Ask. The real color is called

Ferrari, but right now we have renamed it

to the sex-ed question you just googled.

But lets talk about sex! Basically, over

80mls per period is too much. Normal is

10-60mls and the average is 30mls. If you

don’t wear a moon cup and can’t tell how

many mls you’re bleeding, assume any

43

GUIDELINES

To give an impression, we created an example with the question ‘’How much blood is too much

blood?’, with its corresponding answer given by a professional. To gain deeper knowledge

concerning the ‘’awkward’’ questions posted on the website, Bits refers to The Bootycamp

platform.


Bits BOOTYCAMPS

campaign

platform

/bitsbootycamps

Bits Let's Bootycamps

Unzip

is it normal that my breasts

don’t look like pamela’s?

am I too late to take the

morning after pill?

how can I improve my

flying-solo moments?

why don’t my private parts

look like a centerfold’s?

Unless you’ve had a boob job, don’t

count on perfectly symmetrically

breasts.

We’ve all had that moment of ‘oops

I forgot my pill’ or ‘shit the condom

ripped’.

When you start to view masturbation as

a form of self-care, you can enhance

your pleasure exponentially

There is a stereotype of what a vulva

should look like. Hairless, neat, tiny,

and nearly invisible.

44

BITS BOOTYCAMP PLATFORM

Hey girl, Hey! Bits is here and came to slay! With the Bits Bootycamp platform connected to

Bits Bodywears’ website, Bits answers all secret dirty questions you ladies might have. Is the

question uncomfortable? Yes! Do you need some accurate, real, and open intel? Hell yeah!

So let’s set aside our pride, glory, and temporary embarrassment, ‘cause Hunny, we’re all in

this together!

PHASE ONE

The Bits Bootycamp platform, will house an archive of ‘’awkward’’ questions, and more

importantly, the answers to all of them! In the first phase of the campaign, Bits leads by example

and shows that the questions all of us have, are not as embarrassing or awkward after all. Bits

asks them for you, to serve you the answers.

Bits wants its target audience to feel heard and seen and by creating a safe environment, Bits

creates the possibility and comfort for the target audience to #daretoask themselves. By doing

so, Bits connects with its target audience on a more personal level.

HOW? BOOTYCAMP PLATFORM

PHASE TWO

Via the Bits Bootycamp face filter, personal never-dared-to-ask

questions are being shared on the platform in the campaign’s

second phase. Bits dares the exploring bloomers to ask their

‘’awkward’’ question so that Bits and a team of professionals can

provide them with the correct answers. All of the questions and

answers will be archived on the platform so that a platform of

accurate, open, and real information is created.

THE IMPORTANCE

The Bits Bootycamp campaign platform is one of the most important

elements of the campaign. Nowadays incorrect information Is

found online and young women still experience discomfort sharing

their questions with friends and family IRL. This is why the platform

is connected to all of the components of the campaign. - Because

yes darling, all roads do lead to Rome!

HOW?

Through Instagram, TikTok, the campaign posters, the pop-up,

and the Bits vending machines, the exploring bloomers are being

introduced and forwarded to the Bits Bootycamp platform. The

Bootycamp platform is part of the Bits Bodywear website. On the

Bits Bootycamp platform, all of the information concerning the

campaign is found, and even more important: all of the #daretoask

questions with their answers. On the Bootycamp platform, The

exploring bloomers can sign up for the Bootycamp workshops and

gain information about the Bits Vending machines and Pop-up.

/bitsbootycamps/daretoask

Bits Bootycamps

Dare-To-Ask: Amanda

Is it normal that my

breasts don’t look like

Pamela’s?

45

Unless you’ve had a boob job, don’t count on perfectly

symmetrically breasts.

That’s because breasts are made of mammary gland

tissue and fat, and have naturally different amounts in

each, explains Glenn Updike, M.D., assistant professor

of obstetrics and gynecology at Magee Women’s

Hospital in Pittsburgh.

For some women, the difference is more pronounced –

but it’s usually a cosmetic issue.

The fix: If it’s embarrassing or affecting your sex life,

surgery is an option.

If one breast suddenly becomes much larger than the

other, it could indicate an infection or tumor. Run to

your gynecologist to have it evaluated immediately.


Bits BOOTYCAMPS

thi

its

46

s is how

HOW? CAMPAIGN IMAGERY

done

CAMPAIGN IMAGERY

Bits Bodywear will post images, reels and giff’s to their

Instagram and TikTok to support The Bits Bootycamp campaign.

The posts will be accompanied by the #DareToAsk hashtag to

create a thrilling buzz on all social channels. With the hashtag,

Bits’ target audience can eventually post their own neverdared-to-ask

question to their socials, accompanied by the

Bits Bootycamp face filter. The start of the campaign serves as

a tantalizing teaser to create curiosity and recognition amongst

the target audience.

Because the campaign images are posted by Bits, Bits

Bodywear shows that the brand cares for its target audience

by asking questions they are too afraid to ask.

The images used in the Bits Bootywear campaign represent

young, strong, and urban women. These young women

represent power, joy, and comfort within their own cute booty.

The images and ladies represent bubbly playfulness and sexy

comfort.

Bits uses a collage-like style to highlight the playfulness of

the campaign. With the Bits Bootycamps, Bits breaks the

conventional and even more important, taboos!

47


Bits BOOTYCAMPS

SPONSORED PUBLICATION

The campaign images and an explanation about

the campaign will be shared by Vice Media. Vice is

a media source that is well read and visited by the

Exploring Bloomers. Because of its bold and raw

character, Vice fits the bold and taboo-breaking

persona of the Bits Bootycamps. Vice will highlight

the Bits Bootycamp campaign and teases with

#DareToAsk phase two. Vice will share all the

ins and outs concerning the Lowlands Pop-up

installation, the Bits Bootycamp platform, and

workshops.

48

BOOTYCAM

get the scoop

HOW? PUBLICATIONS

Here is your first look at

Bits Bodywear’s new Bits

Bootycamp campaign

- Lets start sexploring

Ladies, we all know it can be hard to find that

one person who'll respond instantly to some of

your ''awkward'' sex questions, and let's not even

start about why google is not your go-to guide

to sexplanation. Lucky for you, Bits fills in the

blanks!

PS

49


How can I improve

my flying-solo

moments?

#DARETOASK

BOOTYCAMPS

www.bitsbodywear.com/bitsbootycamps

HOW? CAMPAIGN POSTERS

CAMPAIGN POSTERS

The Bits Bootycamp campaign posters will serve as an offline teaser and

will be placed in ladies’ rooms all across The Netherlands and especially in

venues like Binnenvisser, Art houses, and nightclubs. A moment alone with

you and your Vulva, toilet breaks are a perfect excuse to focus on your lady

bits. So we chose to make use of that specific moment! We want the target

audience to get inspired and triggered to interact with Bits through the posters

and cheeky questions.

On the posters, The Bits Bootycamp logo, payoff, and platform are being

visualized. We want to make sure The Exploring Bloomers can easily find

their way to the information they need concerning the campaign. To give an

impression of what a campaign poster might look like we elaborated on one,

connected to 1 of the 12 Bits questions.

The campaign posters will appear the moment the campaign starts. During the

total length of the campaign, the posters will remain lingering in your bathroom

stall.

51


www.bitsbodywear.com

Bits BOOTYCAMPS

How can I improve

my flying-solo

moments?

#DARETOASK

BOOTYCAMPS


52

Mockups

HOW? CAMPAIGN POSTERS

WHY DON't

i reach

the big o

during

sex?

#DARETOASK

BOOTYCAMPS


53


I f

fwm

ex

Bits BOOTYCAMPS

54

HOW?

eel my best self when I

eel safe and relaxed. I

ant to feel good about

yself and my own body.

This is what I want to

perience when it comes

to topics like sexuality.

Relaxation, light-

heartedness, safeness

and inspiration.

55

- Rianne Otto, Exploring Bloomer


3808 1141 2873

Bits BOOTYCAMPS

SOCIAL MEDIA STRATEGY

Bits Bodywear will be communicating through its Instagram feed, stories, sponsored

ads, and TikTok. Through these social channels, Bits will be answering the most

never-dared-to-ask ‘’awkward’’ sex questions. Not only will Bits share information,

but will also activate the target audience to participate. Bits communicates about

the Lowlands pop-up installation, the workshops, the Bits community platform,

vending machines, and of course, the face filter which can be used on both

Instagram and TikTok. While using this face filter and the #DareToAsk hashtag,

The Exploring Bloomers can share their ‘’awkward’’ sex questions to gain insights

and interact with Bits.

On Instagram Bits will be sharing its campaign images, giff’s, reels and usergenerated

questions and answers. Bits Bodywears Instagram and TikTok will be

linked to Bits’ website and to the community platform, where users can interact

and share their stories and questions.

Bootycamps

Why don’t my private parts look like a centerfold’s?

bits

presents

bits b otycamps

HOW? SOCIAL MEDIA STRATEGY

Let's get

social!

bits bootycamps

bits bootycamps

the bits

bootycamps

bits bootycamps

WHY SOCIAL MEDIA?

Bits Bodywear is mainly found online on

channels such as Instagram and TikTok, which

perfectly matches The exploring Bloomers

online behavior. This is why Bits Bodywear

will be released on these channels to tease

and create desire amongst The exploring

Bloomers.

57


Snap away

58

Zie ik er normaal uit van onderen? Hier

ben ik mijn hele leven onzeker over geweest. Vulva’s zijn er in alle

vormen en maten. Iedereen is uniek! - Power to the pussy!

#d

People getting mad about me posting a

discount code for a sex toy, jokes on you! And this one is for you Jack:

Masturbation is no cheating! LOL! #DareToAsk

THE FACE FILTER

The face filter is a Multi purpose tool within the Bits Bootycamp campaign. It is used on both

Instagram and TikTok. Every filter corresponds to and answers a specific never-dared-to-ask

question.

In the first phase of the campaign, the face filter is used by the Influencers such as @geraldine_

kemper and @_nelly_london. They show together with Bits that no question is too strange, dirty,

or awkward to ask. By using the face filter, the topics and questions stand out in the influencers’

feed. The filter makes the topics more light-hearted, bubbly, and fun. The topics we address with

the Bits Bootycamps are often seen as too intimate or awkward, that’s why Bits wants to make

it fun and cheeky!

In the second phase of the campaign, Bits invites the real daredevils amongst you, to interact

and share your cheeky questions. Your image, taken with the face filter, accompanied by the

#DareToAsk hashtag, will be posted on the Bits Bootycamp platform so that everyone can

get access to the answers they need to know. With #DareToAsk, we show that no question is

strange, and Bits wants you ladies to feel recognized, heard, and seen.

!

HOW? FACE FILTER

aretoask

59

The icons used in the filters, answer questions such as: Why don’t my private parts look like

a centerfold’s? How can I improve my flying-solo moments? My discharge looks funky, is that

normal? Is it normal that my breasts don’t look like Pamela’s? They show for example, how

different the female body can be, what tools to use, and how to check your discharge.

Within the Lowlands pop-up installation, there is a selfie booth with all of the 12 face filters

created for the Bits Bootycamps. Everyone can take a picture with the filter and choose to

upload a question with their image to the platform. By doing so, you can sign up for free for one

of the Bits Bootycamp workshops.


Bits BOOTYCAMPS

THE BITSFLUENCERS

As part of the social media strategy, Bits Bodywear uses

influencers to increase the exposure of the Bits Bootycamps

campaign. The influencers used for the campaign are

influencers who themselves have a burning ‘’awkward’’

question or experienced controversy around their chosen

topic. The Bitsfluencers take the lead in asking their

questions and show the target audience that there are no

weird, awkward, or even dirty questions to ask, cause baby,

we got them all!

The influencer will all post a selfie on their feed with the

face filter created for the Bits Bootycamps. Each Face filter

highlights and answers a certain question and topic. Each

influencer will also make a storiy and TikTok video with the

face filter where they talk about their question, why they

thought the question was ‘’weird’’, and why it actually is a

good idea to publicly share the answers so that the taboo

concerning sex-ed and personal questions can be broken.

Bits

60

@GERALDINE_KEMPER

@GERALDINE_KEMPER

Presented her latest show ‘Tussen de lakens met

Presented her latest show ‘Tussen de lakens met

Geraldine’. She openly questions, if how she looks in

Geraldine’. She openly questions, if how she looks in

between her legs, is normal. She is trying to break the

between her legs, is normal. She is trying to break the

taboo of the perfect centerfold puss. Geraldine is an

taboo of the perfect centerfold puss. Geraldine is an

example of an influencer connected to the color pink,

example of an influencer connected to the color pink,

with its main question: Why don’t my private parts look

with its main question: Why don’t my private parts

like a centerfold’s? Together with Geraldine, Bits shows

look like a centerfold’s? Together with Geraldine, Bits

that there are many different Vulva’s out there and that

shows that there are many different Vulva’s out there

every single one of them is perfect!

and that every single one of them is perfect!

Zie ik er normaal uit van onderen? Hier

ben ik mijn hele leven onzeker over geweest. Vulva’s zijn er in alle

vormen en maten. Iedereen is uniek! - Power to the pussy!

HOW? INFLUENCERS

MEet the

fluencers

People getting mad about me posting a

discount code for a sex toy, jokes on you! And this one is for you Jack:

Masturbation is no cheating! LOL!

@_NELLY_LONDON

Is a popular influencer who is an advocate of showing

her struggle with her body. She is recovering from

her eating disorder but wears her body with love and

power. Nelly London got tons of backlash for offering

her followers a discount code for sex toys. Comments

were made that masturbation is cheating and that it

wasn’t appropriate for children online. Nelly gives 0

f*cks and with Bits shows that the taboo surrounding

masturbation needs to be broken. Nelly is an example

of an influencer connected to the color green, with

its main question: How can I improve my flyingsolo

moments? Together with Nelly, Bits shows that

there are many different techniques, every woman

is different and has a multitude of different likes and

dislikes. Together with Nelly, we share tips and tricks

on how to improve your flying-solo moments!

61


Click

collec

Bits BOOTYCAMPS

62

HOW? VENDING MACHINES

&

t

VENDING MACHINES

Ladies, how many times have gone by that auntie flow came to visit

unannounced? Seeking for a leftover menstrual product in your

cluttered overfull bag, only to find out there is none to be found.

Or having to spend the day knowing you have a leakage incident

happening down there, but no new undies to change into?

In collaboration with Tampax, Bits offers a helping hand to those in

need. With vending machines placed near toilet areas on major music

festivals like Lowlands and Wildeburg, Bits Bodywear and Tampax

provide you ladies with plenty of menstrual products and fresh new

undies.

During the campaign, Bits and Tampax offer free keychain carrying

cases containing a sealed pad or tampon so that you always have

your menstrual products near. No more need to ask a stranger for a

tampon or endless searches in your bag and pockets.

With every Bits and menstrual product bought, a Bits Bootycamp leaflet

is given with one of Bits’ ‘’awkward’’ sex questions, its answers, and

a QR code connected to the Bits Bootycamp platform and website.

63

The vending machines are used as a PR tool which will also be visible

in videos on Instagram and TikTok.


Bits BOOTYCAMPS

Workshops

/bitsbootycamps/workshops

Bits Let's Bootycamps

Unzip

WORKSHOP €14,95

The vulva army.

A celebration of vulva diversity.

Every vulva is different and unique.

Big, small, wonky, or uneven, they’re

all perfect!

- Let’s celebrate diversity together.

Take a peek

Workshops

HOW? WORKSHOPS

WORKSHOPS

Bits Bodywear creates the opportunity for

young women to meet online and offline so that

the anonymity of the internet and taboos can be

broken. Through workshops connected to the

Bits Bootycamps, the Exploring Bloomers get

the answers they are looking for, fitting to their

specific question(s) through offline interaction.

Questions such as: Why don’t my private parts

look like centerfolds? How can I improve my

flying-solo moments? and, How much blood

is too much blood? Will be answered through

workshops like vulva-casting, orgasmic yoga

en cycles-mindfulness. Instead of just sending

information, Bits wants the Exploring Bloomers

to feel comfortable enough to interact offline

with Bits and each other.

BITSFLUENCERS

The Bitsfluencers used for the Bootycamp

campaign will announce when and where the

workshops will be held. They will forward their

following to our platform for more information

and to sign up for the workshops. Not only

do the Bitsfluencers notify their following, but

they will also be part of the live workshop

themselves to lead by example, and to lower

the bar of embarrassment and awkwardness.

They show that everyone has certain

questions and that it’s normal to talk about

‘’awkward’’ or ‘’embarrassing’’ topics. Through

the Bitsfluencers, Bits can connect to a larger

audience online and attract more young women

who may struggle with the same questions.

PRICE

Bits joins forces with professionals to create

affordable, knowledgeable, and fun workshops.

The prices of the workshops may vary from

€0.00 up to €14,95 each. Bits wants to

provide The Exploring Bloomers with accurate

information and above all, have fun while

participating.

WHERE AND WHEN

The Bootycamp workshops will take place

every week, since week five of the campaign.

This is also the time Bits invites the Exploring

Bloomers to #daretoask. The workshops will

be held at The Concious Club in Amsterdam,

a raw and inspirational studio where personal

growth, liberation, and exploration are key.

Bits builds confidence and trust with its target

audience to actively engage with them in a

light-hearted and fun way, on- and offline.

The conscious club

65


Bits BOOTYCAMPS

Bits

pop-up

66

HOW? POP-UP INSTALLATION

BITS POP-UP

The Bits Bootycamp pop-up celebrates female

sexuality, body, and pleasure. With the pop-up

installation, Bits actively stimulates and inspires

young women to face their ‘’awkward’’ sex questions.

We know that it can be thrilling to talk about certain

topics, that’s why we handpicked six of the most

google-searched questions to give you the answers

to in a light-hearted, open, and fun way.

Bits takes The Exploring Bloomers on a journey of

sexploration. No dull, dusty, and awkward sex-ed

talk from your awkward teacher or OB-GYN, but an

entertaining, open, and enlightening experience. The

pop-up installation stimulates the target audience to

have an open conversation and encourages them to

interact with one another. Divided into six areas, Bits

tackles topics like the body, menstruation, the vulva,

and hygiene. By combining emotion and function,

Bits makes bold statements, but with the function

to educate and answer some of your most burning

questions.

The Bits pop-up installation is the first place where

Bits Bodywears’ target audience can physically

meet and interact with each other to share their

values and visions on topics like female sexuality

and pleasure. The festival installation will show a fun

contemporary translation in shapes, textures, and

colors, fitting to the Bits Bootycamp campaign.

LOWLANDS

Love, sex, and rock ’n’ roll! Don’t act like you did not

have sex on a music festival, so let’s start sexploring

on Lowlands! Sex happens where the people at,

intoxicated by love, happiness, and maybe even

other substances. That’s why Bits brings the pop-up

installation to Lowlands, a dynamic musical festival

in the Netherlands. With its yearly 60.000 visitors,

Lowlands is the place to be for The Exploring Bloomer

to explore, dance, and.. sex! In collaboration with

Sexyland, Bits creates an inside-out environment

where diversity, equality, and education are central

pillars of the blooming community. Surrounded by

the vibrant sexy atmosphere and bouncing beats,

visitors of Lowlands are compelled to participate

in Bits’ pop-up installation. Not only will they get

some juicy sex-ed, but they will also have a physical

environment to meet and interact with one another.

Curious about the pop-up installation? Take a

peek at our Briefing booklet to find out more!

67


in the long

in the long

in the long

Bits BOOTYCAMPS

68

WHAT’S NEXT?

run

run

run

KEEPING UP WITH BITS!

But what does the future hold for the Bits Bootycamps?

We recommend Bits Bodywear to maintain the

Bootycamp platform, keep answering ‘’awkward’’

questions, and to keep organizing workshops twice

a month. By doing so, Bits actively stimulates and

inspired the target audience and current user group,

but also really connects with them instead of solely

sending information. In this way, Bits enhances the

communication with their target audience so that the

intrinsic value of the products and Bits’ relevance

increases. Bits becomes not only accessible to their

initial target audience but also attracts a wider audience

of young women with burning ‘’awkward’’ questions.

69


Bits BOOTYCAMPS

TARGET GROUP

Desk research

Enquete Target audience 53 participants

12 In-depth interviews Exploring Bloomers

Druk door sociale media |. (z.d.). jouwGGD. Geraadpleegd op 6 april 2022, van https://www.jouwggd.nl/onderwerp/druk-door-sociale-media/

NU.nl. (2019, 7 maart). Dit is de invloed van sociale media op de mentale gezondheid van jongeren. NU - Het laatste nieuws het eerst op NU.nl. Geraadpleegd op 6 april 2022, van https://

www.nu.nl/gezondheid/5773836/dit-is-de-invloed-van-sociale-media-op-de-mentale-gezondheid-van-jongeren.html

Jongepier, F. (2021, 27 augustus). Nee, app-contact is niet oppervlakkig. NRC. Geraadpleegd op 6 april 2022, van https://www.nrc.nl/nieuws/2021/08/27/appen-is-van-wezenlijk-sociaalbelang-a4056311?t=1649260562

Bruns, E. (2021, 28 mei). Een gesprek voeren zijn we verleerd. NRC. Geraadpleegd op 6 april 2022, van https://www.nrc.nl/nieuws/2021/05/28/een-gesprek-voeren-zijn-weverleerd-a4045280

Redactie. (2015, 24 november). “In Amsterdam zijn mensen meer open-minded” | De Volkskrant. de Volkskrant. Geraadpleegd op 6 april 2022, van https://www.volkskrant.nl/nieuwsachtergrond/in-amsterdam-zijn-mensen-meer-open-minded~b41f9a61/

Dessaur, N. (2019, 22 maart). “Praat eerder met je kind over seksualiteit”. Het Parool. Geraadpleegd op 15 februari 2022, van https://www.parool.nl/columns-opinie/praat-eerder-met-jekind-over-seksualiteit~b6101ccd/

Tussen de lakens met Geraldine afl 1 tm 4, 2022

BNN VARA. (2020, 19 februari). Krijgen jongeren een realistisch beeld van seks te zien in de hedendaagse media? BNNVARA. Geraadpleegd op 16 februari 2022, van https://www.bnnvara.

nl/artikelen/krijgen-jongeren-een-realistisch-beeld-van-seks-te-zien-in-de-hedendaagse-media?fbclid=IwAR2LEaElqdrBsxUP-rgvwuUrcrTeNMF_rcDeGopeqi45Xnmhh1gLLMnqeC8

Levinson, S. (2019, August 6). Euphoria. season 1, episode1,TV-MA.


Kennedy, J. (2022, 25 februari). The Euphoria Effect. The Business of Fashion. Geraadpleegd op 24 februari 2022, van https://www.businessoffashion.com/articles/marketing-pr/theeuphoria-effect/

Field research



Expert interview Mafalda Haugsand founder of Bits Bodywear, 2022

Expert interview Hanna van den Berg model of Bits Bodywear, 2022

THE BRAND

Desk research

Our Story –. (z.d.). Bits Bodywear. Geraadpleegd op 3 maart 2022, van https://bitsbodywear.com/pages/story

2022. (online) Available at: https://www.instagram.com/bitsbodywear/

2022. (online) Available at: https://www.tiktok.com/@bitsbodywear

Field research

Tone of voice & identity analyses

Social media analyses

Instore visits



70



MARKET & ZEITGEIST

Desk research

Bearne, B. S. (2022, 24 januari). The people deciding to ditch their smartphones. BBC News. Geraadpleegd op 6 april 2022, van https://www.bbc.com/news/business-60067032

Givhan, R. (2020, 27 januari). Onder invloed van sociale media en marketingkeuzes in de modewereld bestaat de ‘ideale vrouw’ niet meer. Schoonheid ligt binnen het bereik van iedereen.

National Geographic. Geraadpleegd op 6 april 2022, van https://www.nationalgeographic.nl/geschiedenis-en-cultuur/2020/01/mooi-anders-onze-veranderende-kijk-op-schoonheid

Haugsand, 2022 (interview eigenaresse Bits Bodywear met Mafalda)

Deichler, A. (2021, 6 juli). Young Professionals Struggle to Find Comfort Amid the Pandemic. SHRM. Geraadpleegd op 6 april 2022, van https://www.shrm.org/resourcesandtools/hr-topics/

benefits/pages/young-professionals-struggle-to-find-comfort-amid-the-pandemic-.aspx

Stamhuis, 2022 (diepte interview doelgroep, Mannon Stamhuis)

Anoniem, 2022 (diepte interview met doelgroep, wilde liever anoniem blijven)

Verse. (z.d.). Bits Bodywear | Shop Bits Online at. Verse. Geraadpleegd op 6 april 2022, van https://versegoodstore.com/collections/bits-bodywear

Bits Bodywear. (z.d.). Our Story –. Geraadpleegd op 6 april 2022, van https://bitsbodywear.com/pages/story

Esch, L. (2021, 8 november). Vijf SS23-lingerietrends gespot op Interfilière Paris. FashionUnited. Geraadpleegd op 6 april 2022, van https://fashionunited.nl/nieuws/mode/vijf-ss23-

lingerietrends-gespot-op-interfiliere-paris/2021110851583

Staa, K. (2021, 11 januari). Dit lijstje met 17 eerlijk en duurzamere lingerie-merken wil je even opslaan. ELLE. Geraadpleegd op 6 april 2022, van https://www.elle.com/nl/mode/shopping/

g35128850/eerlijke-duurzame-lingerie-merken/

SOURCES

Hale, K. (2021, 7 juli). Rihanna’s Savage X Fenty Clips Victoria’s Secret’s Angels Wings. Forbes. Geraadpleegd op 6 april 2022, van https://www.forbes.com/sites/korihale/2021/07/01/

rihannas-savage-x-fenty-clips-victorias-secret-angels-wings/?sh=13c8ccea766c

Kamath, M. (2021, 8 oktober). From Make Up To Lingerie: Why Products For Women Are Eager To Impress Men. Youth Ki Awaaz. Geraadpleegd op 6 april 2022, van https://www.

youthkiawaaz.com/2021/10/the-media-the-male-gaze-and-the-erasure-of-women/

BNN VARA. (2021, 19 juli). Waarom moet seksuele voorlichting anders? BNNVARA. Geraadpleegd op 16 februari 2022, van https://www.bnnvara.nl/artikelen/waarom-moet-seksuelevoorlichting-anders

PAUW [BNNVARA]. (2019, 9 oktober). Izy Dekker en Nikki Peeters strijden voor inclusievere seksuele voorlichting - Pauw - BNNVARA [Video]. Pauw. https://www.bnnvara.nl/pauw/

videos/522760

Pornokijkers vinden zichzelf experimenteler in bed. (z.d.). npo3.nl. Geraadpleegd op 6 april 2022, van https://www.npo3.nl/3vraagt/pornokijkers-vinden-zichzelf-experimenteler-in-bed

Redactie brandpunt. (2019, 2 september). Waarom komen genot en diversiteit niet wat meer aan bod bij seksuele voorlichting? npo3.nl. Geraadpleegd op 6 april 2022, van https://www.

npo3.nl/brandpuntplus/waarom-komen-genot-en-seksuele-diversiteit-niet-wat-meer-aan-bod-bij-seksuele-voorlichting

Kennedy, J. (2022, 25 februari). The Euphoria Effect. The Business of Fashion. Geraadpleegd op 24 februari 2022, van https://www.businessoffashion.com/articles/marketing-pr/theeuphoria-effect/

Competitors research

SAVAGE X FENTY | Lingerie by Rihanna. (z.d.). SavageX. Geraadpleegd op 15 februari 2022, van https://www.savagex.eu/featured/aboutus?nav=about-main

Van Elven, M. (2021, 9 maart). Savage x Fenty, one year later: what’s Rihanna’s impact on the lingerie market? FashionUnited. Geraadpleegd op 15 februari 2022, van https://fashionunited.

uk/news/business/savage-x-fenty-one-year-later-what-s-rihanna-s-impact-on-the-lingerie-market/2019050643017

SmileMakersCollection. (2022, 18 februari). Vibrators & More For Vulvas’ Pleasure –. Smile Makers. Geraadpleegd op 20 februari 2022, van https://smilemakerscollection.com/

CycleCare. (z.d.). Jouw Thuis Voor Het Vrouwelijk Lichaam, Mind & Seksualiteit • Cycle. Geraadpleegd op 20 februari 2022, van https://cycle.care/nl

YoniCare. (2021, 19 november). Our Story. Yoni. Geraadpleegd op 20 februari 2022, van https://yoni.care/our-story/

Trend research

PAUW [BNNVARA]. (2019, 9 oktober). Izy Dekker en Nikki Peeters strijden voor inclusievere seksuele voorlichting - Pauw - BNNVARA [Video]. Pauw. https://www.bnnvara.nl/pauw/

videos/522760

BNN VARA. (2021, 19 juli). Waarom moet seksuele voorlichting anders? BNNVARA. Geraadpleegd op 16 februari 2022, van https://www.bnnvara.nl/artikelen/waarom-moet-seksuelevoorlichting-anders

van Campenhout, A. (regiesseur). (2019). Voorspel [Documentaire]. Mint Film Office.




Expert interview Naomi tantra teacher, 2022

Expert interview Lisa van Os producer Tussen de lakens met Geraldine & Sex zusjes, 2022

CONCEPT & CAMPAIGN

Desk research

Campaigns, F. (2022b, maart 23). IKEA renames products to help solve relationship problems. https://www.famouscampaigns.com/. Geraadpleegd op 18 april 2022, van https://www.

famouscampaigns.com/2022/03/ikea-renames-products-to-help-solve-relationship-problems/

Longrigg, J. (2022, 21 maart). McCann Santiago gives penis graffiti a purpose. https://www.famouscampaigns.com/. Geraadpleegd op 18 april 2022, van https://www.famouscampaigns.

com/2022/03/mccann-santiago-gives-penis-graffiti-a-purpose/

Abery, L. (2022, 25 maart). The picture of ill-health: Pantone launches new campaign to highlight world water crisis. https://www.famouscampaigns.com/. Geraadpleegd op 20 april 2022,

van https://www.famouscampaigns.com/2022/03/the-picture-of-ill-health-pantone-launches-new-campaign-to-highlight-world-water-crisis/

De Lange, N. (2018, 14 augustus). Sexyland wordt de leukste plek van heel Lowlands. Vice. Geraadpleegd op 10 juni 2022, van https://www.vice.com/nl/article/594qjd/sexyland-wordtde-leukste-plek-van-heel-lowlands

Kersten, E. (2016, 19 augustus). Lowlands in cijfers. AD.nl. Geraadpleegd op 10 juni 2022, van https://www.ad.nl/muziek/lowlands-in-cijfers~a81de5eb/

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About. (z.d.). Sexyland. Geraadpleegd op 10 juni 2022, van https://www.sexyland.world/pages/about/

2022. (online) Available at: https://www.instagram.com/bitsbodywear/

CycleCare. (z.d.). Jouw Thuis Voor Het Vrouwelijk Lichaam, Mind & Seksualiteit • Cycle. Geraadpleegd op 20 februari 2022, van https://cycle.care/nl

YoniCare. (2021, 19 november). Our Story. Yoni. Geraadpleegd op 20 februari 2022, van https://yoni.care/our-story/

we prioritize your pleasure. (z.d.). Pleasure Society. Geraadpleegd op 10 juni 2022, van https://pleasuresociety.nl/over/

Hendricks, S. (2018, 21 juni). 10 masturbation questions you’ve been too afraid to ask, answered by gynecologists. Insider. Geraadpleegd op 10 juni 2022, van https://www.insider.com/

masturbation-questions-answers-embarrassing-2018-6#5-can-masturbation-make-the-vagina-less-sensitive-5

M. (2014, 16 oktober). 15 Embarrassing Sex Questions We’re All Afraid to Ask (And Their Answers). MadameNoire. Geraadpleegd op 10 juni 2022, van https://madamenoire.

com/478146/15-embarrassing-sex-questions-afraid-ask-answers/7/

14 Embarrassing Sex Questions Answered. (2017, 17 november). EverydayHealth.Com. Geraadpleegd op 10 juni 2022, van https://www.everydayhealth.com/sexual-health/14-

embarrassing-sex-questions-answered/

The most Googled questions about sex reveal just how little people know about it. (2018, 10 mei). Business Insider. Geraadpleegd op 10 juni 2022, van https://www.businessinsider.com/

most-googled-sex-questions-reveal-how-little-people-know-about-it-2018-5?international=true&r=US&IR=T

Daly, A. (2021, 20 september). So, Is My Period Normal? Seventeen. Geraadpleegd op 10 juni 2022, van https://www.seventeen.com/health/a27784363/is-my-period-normal/

mindbodygreen. (2021, 25 juni). Why I Think Masturbating Is Essential To Your Self-Care Practice + How To Do It Better. Geraadpleegd op 10 juni 2022, van https://www.mindbodygreen.

com/0-23790/why-i-think-masturbating-is-essential-to-your-selfcare-practice-how-to-do-it-better.html

Quint, C. (2017, 14 oktober). I’ve stopped saying “feminine hygiene products”. Here’s why you should too. The Independent. Geraadpleegd op 10 juni 2022, van https://www.independent.

co.uk/voices/periods-period-poverty-tampons-menstruation-empowerment-language-sanitary-a8000641.html


Bits BOOTYCAMPS

Fornix, T. (2022, 24 maart). Period leaks: Why they happen & how to deal. The Fornix Blog by Flex®. Geraadpleegd op 10 juni 2022, van https://blog.flexfits.com/period-leakage/

Je eigen vulva als kunstobject in huis? Dat kan dankzij ‘vulva-casting’. (2022, 25 januari). hln.be. Geraadpleegd op 10 juni 2022, van https://www.hln.be/mode-en-beauty/je-eigen-vulvaals-kunstobject-in-huis-dat-kan-dankzij-vulva-casting~af1b137a/

2022. (online) Available at: https://www.instagram.com/lydiareeves_artist/?utm_source=ig_embed&ig_rid=bff2d234-c0c3-4373-b19a-11ac555809ca

2022. (online) Available at: https://www.instagram.com/eliseborsboom/

2022. (online) Available at: https://www.instagram.com/_nelly_london/

2022. (online) Available at: https://www.instagram.com/geraldine_kemper/Court, A. (2022, 26 februari). Devastated model loses thousands of followers after advertising a sex toy. New

York Post. Geraadpleegd op 10 juni 2022, van https://nypost.com/2022/02/25/model-loses-thousands-of-followers-after-advertising-a-sex-toy/

Workshop Orgasmic Yoga/Mindful Masturbatie. (2021, 17 januari). ONEstudio. Geraadpleegd op 10 juni 2022, van https://www.onestudio.nl/workshop-orgasmic-yoga-mindful-masturbatie/

Baden, R. (2019, 9 oktober). Ik bezocht een workshop waar je leert om je ongesteldheid te omarmen. Vice. Geraadpleegd op 10 juni 2022, van https://www.vice.com/nl/article/7xn7dz/

workshop-ongesteldheid-omarmen

All Journeys & Ceremonies. (z.d.). The Conscious Club. Geraadpleegd op 10 juni 2022, van https://theconsciousclub.com/events



Field research

Moodboards

Visual analyses

Post-It assignment

Mindmaps

Creative brief

Flowchart



Reason to believe

Expert interview Shari Klein founder of the pleasure society & sexologist, 2022

Expert interview Marnix Tanis Digital marketeer at Fest, 2022




Quality coaching Merel de Boer

Quality coaching Pablo

2 Quality coaching sessions Herman de Jager

METHODS

Desk research, field research, online articles, Podcasts, online magazines, domcumentaries, series, Social media, scientific papers,

Visual research

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Competitors research

Social media analyse

Reason to believe, value proposition

Brainstorming with peers, coaches and professionals

Moodboards

Measuring ideas and concept with 12 Exploring Bloomers

Enquetes

Interviews

Experiment

Creative Brief

Flowchart


Expert interview Djaro Taribuka founder and head designer UKU, 2022

Expert interview Daan Bijlard, founder and head designer of Studio Daan Bijlard, 2022

Expert interview Shari Klein founder of the pleasure society & sexologist, 2022

Expert interview Marnix Tanis Digital marketeer at Fest, 2022


SOURCES




Quality coaching with Merel de Boer, Herman de Jager, Pablo

Coaching AMFI

IMAGERY

Borsboom, E., (image) Available at: https://www.instagram.com/p/BxwqBOdIChW/ (accessed May 2022)

Unknown, 2022 (image) Available at: https://www.instagram.com/?hl=en (accessed May 2022)



Haar, ter, D., 2021 (image) Available at: https://rawcolor.nl/project/?id=566&type=ownProduction (accessed May 2022)

Unknown, 2022 (image) Available at: https://www.instagram.com/bitsbodywear/?hl=en (accessed May 2022)


Fest Amsterdam, 2022 (image) Available at: https://www.instagram.com/p/CdOdfRioSLF/?hl=en (accessed May 2022)

Borsboom, E., (image) Available at: https://www.instagram.com/p/BxzBprFIrKG/ (accessed May 2022)

Borsboom, E., (image) Available at: https://www.instagram.com/p/ByDRzfzIqHp/ (accessed May 2022)

Shiota, C., 2020 (image) available at: https://www.scoop.it/topic/art-installations/p/4112034865/2019/10/31/chiharu-shiota-me-somewhere-else?utm_medium=social&utm_

source=pinterest (accessed May 2022)

Unknown, 2022 (image) Available at: https://nl.pinterest.com/pin/380906080993813588/ (accessed May 2022)

Brauer, F., 2020 (image) available at: https://www.dezeen.com/2020/08/10/murmuration-so-il-high-museum-of-art-atlanta/ (accessed May 2022)

Corboy, P., 2016 (image) available at: https://www.designboom.com/architecture/dp-architects-singapore-archifest-technicolor-pavilion-09-27-2016/ (accessed May 2022)

Unknown, 2022 (image) Available at: https://one.fit/en-nl/partners/696/the-conscious-club-amsterdam (accessed May 2022)

BitsBodywear (image) available at: https://bitsbodywear.com/products/the-thong/?color=ferrari (accessed May 2022)

Kemper, G., 2022 (image) Available at: https://www.instagram.com/p/CWnSudWovkx/?hl=en (accessed May 2022)

London, N., 2021 (image) available at: https://www.instagram.com/p/CWTvNh1KT-1/?hl=en (accessed May 2022)

Unknown, 2022 (image) Available at: https://nl.pinterest.com/ (accessed May 2022)

Mayanne, S., 2022 (image) Available at: https://www.instagram.com/p/CdbNPC9ovHy/ (accessed May 2022)

Theconciousclub (image) Available at: https://theconsciousclub.com/yin-fascia-release-amsterdam (accessed May 2022)

All other images are my own images from the Bits Bootycamp campaign shoot

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Bits BOOTYCAMPS

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Campagne Conceptbook - BitsBootycamps by Romy Warnars

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