Our process was informed by the fact that we needed to create an iconic, fun and approachable identity about an incredibly scary subject – women's cervical health. The identity needed to embody a boldness and femininity in equal parts.

Julyna’ is a new and virtually unknown program with a mission to spread the word about cervical cancer and HPV. Twofold, personal grooming is a private matter. Our challenge was to get women talking about matters below the belt by inspiring them to take part in some creative grooming in the name of a cure.

Our die-cut posters allowed the surrounding foliage to grow through into our signature ‘Julyna’ designs. These posters simply demanded the attention of passersby and upon closer look, prompted them to support our cause.

The ‘Bush’ posters ran guerilla style in various green areas in and around Toronto. From the hedges of star-studded Yorkville to Toronto’s University campuses, various business parks, store fronts, restaurants, office towers and concert halls. Our target was anywhere with a steady flow of foot traffic and surrounding foliage of course.

– More than $100,000 raised and donated to cervical cancer research in 2012 for the Canadian Cancer Society

– More than $1 million donated in media and production services to drives awareness about Cervical Cancer

– $30,000 donated via product, services, and in-kind donations

– More than 2,000 views of the Julyna Public Services Announcement on Youtube

– More than 400 people in attendance at the Julyna 2012 Gala