WHAT DO YOU CALL *****?

A culturally driven language system for women’s health conversations that need to survive moderation filters.

Problem

Women’s health content is routinely censored online, while sexualised slang remains untouched.

Insight

Algorithms struggle to detect metaphor and coded language.

Solution

A culturally-driven language system that uses euphemisms to bypass moderation filters and keep conversations around women’s health alive.

Outcome

A speculative campaign that treats censorship as a creative constraint and asks who gets to name their own body.

Developed as a collaborative group project for D&AD New Blood 2026. (Spoiler: we didn't win, but we definitely should have.)

Gallery

Food trucks, menus, and receipts acting as physical gateways to bypass digital censorship and link directly to educational platforms.

Social activations and an mockup website designed for data collection and mapping out conversational safe havens.

A self-replenishing system. Every time a platform bans a word, a new slang term immediately takes its place to keep the conversation going.

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