In a bold, refreshingly offline twist, the GOOD WORDS campaign leverages posters to challenge the pervasive censorship of women's health topics online. This initiative, created by health-focused studio Ouch!, steps into an analog format to tackle the digital suppression of essential medical language. In an online world where "period" and "uterus" often provoke shadow bans, these simple yet striking posters carry a significant message: women's health isn't taboo.
I’ve spent over two decades fostering connections between disciplines, from neuroscience to blockchain. Building startups from the ground up has taught me about resilience and creative problem-solving, but this campaign stops me in my tracks. It's an excellent reminder of how analog tools can reignite conversations silenced on digital platforms.
Let’s look at how censorship affects entrepreneurs in femtech and health industries, and what female founders can learn from this movement.
The Rise of Censorship, and "Euphemism Economics"
Today’s hyperconnected marketplace presents the double-edged sword of reliance on digital platforms. For health-related brands, the odds can feel unfairly stacked. The CensHERship White Paper released earlier this year reveals jaw-dropping statistics. Up to 95% of women’s health businesses in the UK report that words describing basic biological concepts, think "vulva" or "menopause", are frequently shadowbanned or flagged as inappropriate. The suppression goes beyond ad rejections. It strips these companies of online visibility and forces them into what researchers call "euphemism economics."
The pattern is clear. By replacing approved terminology with watered-down phrases like "down there," female health brands are losing authenticity in exchange for compliance. As a founder who believes in bootstrapping through genuine, community-focused positioning, I find this trend deeply concerning. History has shown us: when values get replaced by merely ‘playing it safe,’ your brand loses its competitive edge.
Lessons for European Entrepreneurs
While the GOOD WORDS campaign calls attention to women’s health, the lessons stretch across industries. Here are three key takeaways for female entrepreneurs:
1. Challenge Algorithmic Bias
Digital gatekeeping is real. Algorithms prioritize "neutral" content to cater to a general audience, mislabeling critical health discussions as inappropriate. To stay visible, businesses need to join forces with advocacy groups demanding transparency from tech firms. Campaigns like GOOD WORDS highlight the power of amplifying the problem uniquely, through channels unaffected by algorithms.
2. Reclaim Authentic Storytelling
Ouch!’s analog approach through its posters is both nostalgic and strategic. Going offline creates a tangible, shareable conversation point that contrasts the faceless digital silencing of women's health. Similarly, it's essential for startups to tell their authentic stories boldly, whether online or offline, and stick to their values even if platforms punish honesty.
3. Collaborate for Impact
GOOD WORDS wouldn't have been possible without the coalition of organizations like The Case for Her and over 190 other stakeholders. Building partnerships amplifies voices and leverages collective power. For startup founders, this means seeking allies, finding mentors, and forming alliances instead of fighting alone.
Mistakes to Avoid
If you're a founder, especially in the healthtech or femtech industry, censorship could already be your silent competitor. Here are some mistakes I've seen startup owners make:
- Ignoring terms and conditions of platforms. If you're running ad campaigns, ensure your ads won't get flagged for violating vague policies. This takes time, but it's necessary.
- Excessive reliance on platform traffic. Build robust mailing lists and diversify communication channels to maintain control.
- Underestimating the power of community. Whether it’s advocacy or product promotion, grassroots support can sustain your startup when algorithms turn hostile.
Leading with Purpose in a Digital-First World
As a serial entrepreneur, I rarely have the luxury of sitting back to admire someone else’s campaign, but the GOOD WORDS movement struck a chord. Not because it’s just tackling an important issue, but because it dares to engage with audiences in a way that’s practically unheard of today.
Their approach reinforces a concept that I keep evangelizing: sharing a personal mission in a human, authentic way works better than gaming opaque algorithms. Anything less feels transactional, and people can sense that.
As female entrepreneurs in Europe, we have a unique role to play. If you’ve been bootstrapping like I have, you know that building a business often boils down to defying the odds. GOOD WORDS is doing just that: showing how analog means can cut through a digital freeze. Whether you’re selling suits or femtech subscriptions, derive inspiration from their confidence in their values.
Final Thoughts
The GOOD WORDS campaign sets a precedent not just for women’s health advocacy but also for grassroots activism in a digital age. Every entrepreneur could learn a thing or two from its analog-unplugged spirit, challenging norms while making an assertive point.
The next time you're brainstorming for your own brand, ask: how can you create conversations that aren’t solely dependent on algorithms to be seen? What kind of print campaigns, offline events, or cross-collaborations can amplify your mission?
Good words, indeed, begin with courageous actions. Let’s use this campaign as a reminder to reclaim the narratives that matter, both online and off.
FAQ
1. What is the GOOD WORDS campaign about?
The GOOD WORDS campaign is an initiative by the health-focused studio Ouch! that uses analog tools, such as impactful posters, to protest the censorship of women's health topics on digital platforms. Learn more about the GOOD WORDS campaign
2. How does digital censorship affect women’s health content?
Research indicates that up to 95% of UK women’s health companies experience suppression, shadowbanning, or rejection of educational content containing terms like "vulva" or "uterus." This hinders awareness and access to critical health information. Read the CensHERship White Paper findings
3. What are examples of euphemisms replacing accurate health terms?
Due to censorship, clinical terms like "period" are often swapped with euphemisms like "down there" or "that time of the month" to avoid algorithmic flags, which compromises health education.
4. Why has analog activism been embraced in the GOOD WORDS campaign?
Analog tools like posters bypass digital platform algorithms, allowing messages about women’s health to reach communities more directly and authentically. The posters create shareable, tangible conversation points distinct from online silencing.
5. Who are the key stakeholders behind the GOOD WORDS campaign?
Organizations like The Case For Her, Ouch! studio, and over 190 stakeholders, including advocacy groups, have collaborated on this campaign to tackle censorship of women's health topics. Explore Ouch! GOOD WORDS Campaign
6. How can I participate in the GOOD WORDS campaign?
Anyone can download the high-impact posters for free from the GOOD WORDS campaign page, print them, and place them in public spaces like libraries, GP offices, or community centers. Join the GOOD WORDS movement
7. What inspired the campaign’s analog approach?
The analog approach serves as a creative protest to fight digital censorship, and it reminds audiences of the power of creating offline, human-to-human conversations without relying on algorithms.
8. Why does algorithmic bias lead to censorship of women’s health terms?
Algorithms prioritize “neutral” or “safe” content to cater to general audiences, leading to the misclassification of accurate medical terms related to women’s health as inappropriate.
9. What is the impact of censorship on femtech startups?
Censorship forces startups in women’s health to adopt “euphemism economics,” compromising authenticity and potentially losing their competitive edge. This trend is particularly challenging for companies relying on algorithm-sensitive platforms.
10. What can I do to support the fight against women’s health censorship?
You can amplify awareness by sharing the campaign posters, advocating for transparent tech policies, and collaborating with advocacy groups to push for fair content moderation. Read how to support women's health education
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.
