Post-surgery lingerie and swimwear brand Vanilla Blush has teamed up with leading medical ostomy supplier Coloplast to release a new campaign video in which every model has an ostomy.
The Every Day’s a Valentine’s Day video focuses men and women various backgrounds taking part in high-impact exercise from ballet dancing to aerobics.
It also features a bride and groom dancing on their wedding day.
Vanilla Blush hopes the film, which will be launched worldwide, will break down the taboos surrounding stomas and ostomy underwear.
Founder and CEO Nicola Dames said: "Our professionally made film is a mushy-free Valentine’s, it refuses to be dragged down the avenue of predictability and stereotype. It is about dignity, individual contentment, and February 15th. Which means every day should be about love, not just one day a year."
The former NHS nurse, who has had her stoma since 2006, added: "And love is related to being in a state of contentment, which includes accepting that the world will never be physically perfect, but our responses and attitudes can be perfect."
Coloplast vice president Rasmus Hannermann Moeller, said: “In Coloplast we want to get closer to our consumers. An important element towards this is to deliver the advice and information and at the same time listen to our customers and the questions they are asking.
“Of course, our ultimate aim is to help them to live a better life. And for this reason, it is very exciting partnering with Vanilla Blush so that we can always try to aim to deliver on this promise.”
Headquartered in Denmark, Coloplast supplies products for people with bowel or bladder-related medical conditions and employs over 10,000 people.