We invented a fictive character called Miss Fiffi, an older midwife who works as a nurse at RFSU. Miss Fiffi acts as a voice of the whole campaign. With a diplomatic tone of voice, always pointing out that shaving is a personal choice, Miss Fiffi gives tips and useful advice on how to groom downstairs. The channels were: outdoor (busshelters), press (Elle), website, banner (msn).

Not only did the campaign sell the products, it started an intense national debate about intimate shaving. RFSU played an important role teaching young women that shaving is a personal choice and if you chose to shave it is important to use the right products and the right technique. The campaign site had over half a million unique visitors, and an average time of 3 minutes was sent online.