For U by Kotex, the women’s health has never been taboo and it has been openly discussed it in its promotions for years. Now, the brand is launching its frankest advertising campaign dubbed “Generation Know” to spread awareness about the facts about the V-word and educate female audience (and men, too) about feminine care through a conversation on GenerationKnow.com, a sort of social network dedicated to vaginal health.

The new campaign by Ogilvy & Mather, New York is launching today, January 7 in the U.S. and includes a series of 30- and 15-second TV spots as well as a new online destination, which features a range of topics that dispel vaginal health myths. The light-hearted and educational conversation, started by four Generation Known project leaders, girls who want to change the message about vaginal health for the next generation, is supported by a group of women (health experts, moms and peers), who also strive to “make real social change with projects that bust myths, break the silence, change the conversation and help the next generation of girls.”

Since the subject is considered quite controversial, the open discussion in the videos can make you blush, but the campaign is actually designed to gradually change people’s attitude towards the V-subject. In the spots, project leaders are breaking through the silence by asking girls on the streets about their “relationship” with their own vaginas, asking them to put together the vagina parts in a giant puzzle on the street, and destroying some silly, but popular old misconceptions about period days. The campaign also includes outdoor elements and gifts (special bracelets for girls and women who sign up for the community, launched on the UbyKotex.com platform).

“One might view this work as provocative. But it’s provocative not for the sake of being provocative, but because that’s the way the honest conversation needs to happen,” commented Melissa Sexton, integrated marketing planning director at Kimberly-Clark Corp., to Ad Age. “We’re not trying to be the tell-all expert, but to create that platform where you can find information and empower you as a woman or young girl entering the category to have a conversation,” adds Jay Gottleib, VP-adult and feminine care at the company.