A company has found an unusual way to tackle embarrassment around female sexual organs – by projecting the word 'vulva' on the side of a 'phallic' UK landmark.

The Tate Modern in London received a temporary makeover today (Tuesday, November 7) when the word was beamed onto the front of the gallery's iconic chimney. The artwork has been cast across the Southbank tourist hotspot by cosmetics company Luna Daily after they received backlash for using the word in an ad campaign.

It is hoped the campaign will erase stigma around female genitalia. Luna Daily founder Katy Cottam said: "Our goal is to get women comfortable saying the word vulva. Our mission is to normalise the vulva like any other part of the body."

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"Women should not feel embarrassed caring for their vulva.”

The company also surveyed a number of women and found a staggering 91% of respondents were not taught about intimate care at school. Some 92% were taught the wrong name for their vulva, with many being told to use slang terms instead.

Worryingly, Luna Daily found 80% of the women they asked couldn't accurately point out the vulva on an anatomical drawing.

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Dr Penelope Law, Consultant Obstetrician and Gynaecologist and member of the Luna Daily expert collective said: "It’s urgent that women start using the anatomically correct word 'vulva.' Those with vulvas still feel shame when discussing intimate details about their bodies and I am continuously trying to tackle the misinformation they’ve been taught."

Dr Law warned this lack of understanding, and not understanding the difference between medical terms, could lead to "impacting health issues."

As well as the five letters, the VULVA Therapy Hotline number – 0800-233-LUNA – was also cast onto the building. By calling the hotline, launched today, Brits can receive four audio therapy sessions where the word is repeated 60 times in a story to desensitise listeners.

The hotline is also supported by an online educational hub. Psychosexual Therapy Expert Annabelle Knight said: "When it comes to normalising the word vulva, women and people with vulvas are stuck in a cycle of silence and discomfort.

"If we don’t hear others using a word, we're unlikely to use it ourselves which is only perpetuating the problem for female health as well as self-confidence. However, the more we see, hear and say 'vulva' the more normal it becomes for everyone; women are in real need of getting familiar with the word vulva.

"It's why I fully back and support Luna Daily's campaign, it’s actively trying to be part of the solution."

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