ALL these talk about the "V" word has gotten people a little "hot" under the collar. The recent storm in a teacup surrounding Libresse's "Know Your V" campaign aimed at normalising discussions surrounding the vagina has highlighted the absurdity of women fighting against women in these supposedly enlightened times.
But first, some background. In conjunction with Malaysia Day, Libresse, known for its efforts in V-Zone education and women empowerment, had unveiled its brand new Libresse V-Kebaya Limited Edition range.
This new range saw reimagined kebaya chrysanthemum and peony designs on its packaging and pads.
But wait, there's more than meets the eye. Flowers, you say? Yes, and more... The heavily stylised flowers had imageries of the vulva at their hearts.
Vulvas? On display? Oh, sacrilege! Non-profit religious organisation YADIM Muslim Women's Council (MAYA) called out the brand for its actions that brought "dishonour to women".
MAYA argued that the use of vulva imagery on Libresse's products was an exploitation of women's bodies in advertising.
What appeared to be a brilliant move on the part of the feminine hygiene brand to start a healthy conversation about the female reproductive system became fodder for controversy.
Libresse later withdrew its ad campaign from various channels, stating that it had no intention of offending any woman or community.
Did Libresse cross the line on moral decency? Was the ad campaign a little too risqué for our fragile Malaysian sensitivities? Are we ready to start a conversation about sex education?
Tune in to Sunday Vibes @ NST podcast as we attempt to wade into the conversation about sex, women and yes, vulvas!
TRULY LIBERATED
Elena Koshy, Specialist Writer, Host Sunday Vibes Podcast
The Libresse ad almost made me believe (and celebrate) that our vulvas were finally having our moment in the sun. After all, our lady parts had hitherto been overlooked, misunderstood, bossed about and violated.
It was heartening of late to see vulvas (or vaginas or punanis) discussed more openly, thanks to forward-thinking organisations like Libresse. Girls aren't born ashamed of their bodies. But somehow, society and culture carry such taboos and objectification of women's bodies that they make women lose ownership of their genitals and fill them with ignorance and self-loathing.
Our society has systematically and historically hidden, shamed or sexualised women's bodies, leaving no space for normal, positive representations and relationships with ourselves. The problem is, if we can't even discuss our vaginas in an anatomical way, then looking at them and — heaven forbid — liking them probably isn't going to go too well. Case in point, those beautiful vulva imagery on Libresse's V-Kebaya Limited Edition range.
It's absurd that women are still fighting to have these conversations. But fight we must. We need to end the shame, both personal and societal, that surrounds women's bodies, and to show how little we know and why. Only then can we be truly liberated. After all, knowledge is power. It's time we took our power back!
BLINKERS OFF!
Intan Maizura Ahmad Kamal, Editor, Host Sunday Vibes Podcast
"MAK!" "Makkk!" "Makkkkk!" The plaintive wailing emanating from the toilet at the bottom of the stairs pierced the early morning stillness. The sun had yet to rise from its slumber, just like the rest of the inhabitants of the modest apartment.
The wailing ceased at the sound of footsteps approaching. "Tap, tap." The knock on the door was frantic, followed by a worried hiss. "Kenapa (why)?" "Darahhhh (blood)! There's blood everywhere. I'm dying!" came the response from behind the door.
An audible sigh was heard followed by footsteps leaving. "Makkk!" I wailed again from my perch on the toilet seat, as my eyes surveyed with interest — and horror — the pool of deep red that had accumulated in the toilet bowl.
Before long, the tapping returned and I gingerly opened the door, only to see my mother's delicate hand hastily shoving what appeared to be a miniature nappy. "Put this on," she instructed, without really giving any instructions.
Suffice it to say, I didn't learn about "that time of the month" from anyone at home!
I remember very clearly that despite being a fairly modern family, there were certain things we could never bring to the dinner table talk. Like periods. Or sex. Or anything to do with body parts.
These topics just didn't sit comfortably with my fairly conservative parents, and in turn, with my brother and me. I recall how my brother would balk whenever my mother asked him to pop down to the shops to go and buy that "female thing" (read: pads). You couldn't even say the word without squirming.
I wasn't much better. Every time I had to purchase a pack of sanitary pads and face the prospect of making payment at a counter manned by a male cashier, I normally ended up beating a hasty retreat.
Hence, when the Libresse ad campaign elicited such a furore, I wasn't surprised. The campaign is definitely brave. The "liberal" me applauds it as I do believe that we need to get the blinkers off and be more enlightened.
However, it's so hard to dismiss societal taboos and the fact that at the end of the day, Malaysia is a Muslim country. I'm sure we're all aware of the sensitivities and sensibilities that come with that.
Where do I stand? Let's just say it would've saved me a lot of agony and misinformation had my education about bodily developments et al. started from the home all those years ago!
CURIOSITY KILLS THE CAT
Ahmad Mustaqim Nordin, Public Relations Executive, Guest Host
WHEN the Libresse controversy exploded, it got me thinking. About sanitary pads, in particular. I can easily count my fingers on the number of times I've heard the word "sanitary pad" being mentioned in a conversation. I certainly don't use it (the word) very often!
It's interesting that there are still those among us who feel incredible "discomfort" when uttering the word. It's almost like a taboo word. But this is so ironic considering that it's also used for health and hygienic purposes. And our mothers and sisters use it.
Personally, I believe in the importance of sex education. It's unfortunate that many people have this misguided notion that providing sex education in school means that you're encouraging premarital sex.
Actually, it's an important opportunity for the young to learn about their bodily developments, sex, sexuality and relationships. These things require some form of understanding and are important knowledge for us to acquire.
If sex education remains taboo and we continue to repress this topic (which we seem to be very good at), we'll face more problems. As they say, "curiosity kills the cat!" Lack of information or consuming misinformation can adversely impact our society and community.
When Libresse launched their "Know Your V" campaign, I was actually shocked. It's not something we're used to. But something new isn't always bad. It just means that we're growing. Let's start taking this issue seriously and educate our young ones — one step at a time.
The Sunday Vibes podcast is now on Audio+. Download the app to listen to this episode and all future episodes, as well as to access other great content from the Media Prima Audio stable. For this episode, go to: https://player.whooshkaa.com/episode?id=912253.
