Women are taught to shrink or hide their bodily realities, like periods, poop, and discharge. Femininity is wrapped up in obligatory modesty. 

Most brands treat bathroom talk as taboo, but the reality is, women share openly with each other when it comes to their bodies. Conversations around what happens in the bathroom and overall vaginal health are already happening—openly and honestly—between friends, in group chats, and across social platforms. Women actually want direct, unfiltered conversations about what goes on “down there.” 

So for Honest’s Flushables Wipes campaign, we stepped into a more direct, unfiltered conversation with “It’s Time to Get Honest,” a colorful integrated effort that brought Honest back to its modern, relatable roots, trading soft, sanitized language for clear, confident candor—while tackling a category that has historically relied on humor or avoidance.

The campaign features a bold spot, vivid imagery, conversation-starting headlines, and The Toilet Paper, an actual broadsheet newspaper with columns aimed to get women talking, including Real Poop Stories, Panty Horoscopes, Bathroom Politics, and more. The newspaper is designed to reflect what women experience and how they actually speak, rather than softening or sidestepping the topic, with articles crafted to both share information and inject the right amount of humor. 

“It’s Time to Get Honest” normalizes women’s reality, and puts the bathroom at the center, because the fact is, so much happens in the bathroom, and the best way to turn women reaching only for toilet paper into devotees of wipes…is to get honest.