1 in 4 women do not know that they have a clitoris. Yes, you read that correctly. To make headway on this troubling situation, university students from Université du Québec à Montréal chose to focus their attention on sex education during their internship program with the National Film Board of Canada.

The objective of the collaboration was to raise awareness on women’s sexuality through content. The core idea stemmed from another surprising statistic: 39% of women reach orgasm during heterosexual intercourse, as opposed to 91% in the case of men. This difference is commonly referred to as the “orgasm gap”. The challenges were that many of those involved were students and volunteers, and deployment strategies only involved organic tactics and social media.

To help bridge “the gap”, the collective led by the National Film Board created Clit-me; a web application that takes an open and lighthearted approach to education about the clitoris. Users try out different motion techniques on an avatar, finding out what makes it “happy” as a way to dispel myths, demystify the sexual pleasure of people who have a clitoris and educate the public on an organ they know relatively little about.

Clit-me was launched on International Women’s Rights Day with a video that focused solely on penises. Why? To show that penises are everywhere and that anyone could draw a penis when prompted. But the same could not be said for the clitoris. The team used this truth as a catalyst to promote Clit Me. Leveraging real-life images, drawings and graffiti found in public restrooms, schools, walls, streets, novelty items, etc. The end-result is a 250-penis waltz launch video that was shared on social channels, followed by a PR push.

The goal to inform people about female sexual satisfaction was reached and the visibility of the launch video and Clit-Me web application surpassed all expectations: 250,000 unique visitors experienced Clit-Me within the first 2 weeks of the launch, there was a 28% increase in searches for “orgasm cap” on Google. The launch video was viewed to completion more than three quarters of the time. Clit-Me creators were invited on TV sets to promote the launch, bloggers posted videos trying out the web application and articles were written by national media publications across Canada.