Cunt Say It

Cunt Say It
D&AD New Blood Awards 2026

As a mentor at Miami Ad School Europe, I gave students a D&AD New Blood brief and helped them shape their ideas from first territories through to final campaign.

This is the Yellow Pencil-winning campaign developed by Anna Butochnikova, Amani Maatouk and Kanika Sharma for CensHERship x The Case for Her.

Their idea: hack the algorithm by replacing the censored word “vagina” with the one platforms allow: “cunt.”
What gets banned as health gets boosted as profanity, exposing a broken system in plain sight. From OOH to a rewritten scientific white paper and a creator-led movement, the campaign invited mass participation to surface and share censorship at scale. By turning contradiction into visibility, Cunt Say It transformed hidden suppression into public evidence, forcing platforms to face the bias they have coded into women’s health online.