PAUSE Live Calls on Women to Check Their Vulvas and “Know Your Normal”
Powerful new campaign urges women to take charge of their intimate health
On Tuesday 8 July, the team behind PAUSE Live. It is the UK’s largest event dedicated to women’s health. They officially launched their 2025 awareness campaign “Know Your Normal”. This is a national call for women to better understand their bodies.
Women are encouraged to trust their instincts and seek the support they deserve for intimate and hormonal health.
Know Your Normal
The campaign was unveiled at an exclusive launch event hosted at Home Grown, London. This event brought together clinicians, health advocates, and media. The aim was to break taboos and shine a spotlight on underdiagnosed conditions that affect thousands of women.
The campaign is fronted by Dr Shirin Lakhani. She is a GP with a special interest in intimate health. Dr Lakhani is a leading expert in treating conditions like Lichen Sclerosus. The campaign empowers women to speak up, ask the right questions, and advocate for themselves in medical settings.
“The conversation around intimate health should never be taboo,” says Dr Shirin. “Too many women suffer in silence, are misdiagnosed, or are told their symptoms are just something they have to live with. ‘Know Your Normal’ aims to change that.”
A Silent Epidemic: Why ‘Know Your Normal’ Matters
The campaign focuses centrally on Lichen Sclerosus (LS). This is a chronic condition that is often misdiagnosed. It affects the vulva, causing itching, pain, and scarring. Many women endure years without a correct diagnosis, while others abandon treatment after conventional therapies fail to offer relief.
“We want women to know that effective, non-invasive treatments are available.” Dr Shirin says. She recently appeared on ITV’s This Morning. There, she demonstrated cutting-edge treatments like Morpheus8V and the O-Shot (PRP therapy). “No concern is ever too small or too embarrassing to talk about.”
These innovations rejuvenate and repair damaged tissue. They are reshaping the future of intimate care. This is done by replacing stigma with science and support.
“When women understand what’s normal for their bodies, they’re empowered to act when something isn’t right,” adds Dr Shirin. “We want to give women back their voice, their health and their quality of life.”
Born from Real Conversations
The idea for the campaign was sparked earlier this year. Charlotte Body, founder of M-Body Media, attended an International Women’s Day event. It was hosted by InMode UK. They are the makers of Morpheus8V and V-Tone. They proudly support the campaign.
“We were discussing how many women don’t even know what their vulva looks like,” Victoria Voysey, Managing Director of InMode UK, said. “Unless we get intimately acquainted with our own bodies, we won’t be able to access the right help and support we need. This campaign perfectly aligns with our mission to give a voice to women’s intimate health and normalise these vital conversations.”
Meet the Experts Behind the Launch
Dr Shirin was joined by a powerful panel of experts spanning gynecology, longevity, menopause and postpartum health:
- Dr Sarah Jacques – GP, advocate for underserved communities, and leader at Doctors Association UK and the Medical Women’s Federation.
- Dr Julie Hammond – Award-winning NHS GP, founder of mamAR, maternity care innovator and upcoming author.
Together, they demanded a healthcare system that prioritises proactive education. It should empower patients, especially about conditions that go undiagnosed due to stigma or lack of awareness.
The event was proudly supported by M-Club, the headline sponsor. Developed by The Body Doctor, M-Club is a specialist range of women’s health and menopause products. It offers practical symptom relief and expert advice. It also provides a growing community for women navigating midlife health.
Know Your Normal: A Vulva Self-Check Guide
As part of the campaign, PAUSE Live created a Vulva Self-Check Guide. It encourages women to get to know their bodies. They can spot changes early and build body confidence.
Quick Self-Check Tips:
- Use a mirror: Hold a mirror in your non-dominant hand and gently examine your vulva.
- Outer area: Look at the mons pubis and labia majora — check for changes in skin, bumps, or texture.
- Inner folds: Gently part the labia majora to examine the labia minora.
- Vaginal opening and urethra: Look for irritation, swelling, or unusual discharge.
Dr Shirin demonstrating how to check your vulva.
The full guide also includes what to look for in terms of skin colour and texture. It covers pubic hair changes, discharge, and pain. It also advises when to speak to a healthcare professional.
The full guide is available to download here: Vulva Checklist
