Vilnius advertises itself as the G-spot of Europe

Some call the campaign witty, others say it's immoral or sexist.

Daiva Repeckaite
Daiva Repeckaite NewsMavens, Lithuania
Vilnius advertises itself as the G-spot of Europe - NewsMavens
Statue Lithuania, Pixabay

Why this story matters:

A city advertises itself using posters of a woman lying on a map, her face invisible, but her forehead wrinkled in excitement, clutching a part of the map where the city is. Many fans of the campaign think it's creative and liberating, especially in a society where politicians are still preoccupied with defining and redefining traditional family, and proposals to restrict women's reproductive rights pop up with every parliamentary term. But is the G-spot symbolism really liberating, especially for Vilnius?

The focus on female pleasure, and in particular locating it in the "geography" of the female body, is rather unusual. We see subtle outward expressions of what the woman is experiencing, along with a reference to the G-spot. But it is not clear whether the pleasure is generated by intercourse or perhaps by toys, and it doesn't matter.

This focus can be read as brave, and fans of the campaign refute accusations of promoting sex tourism -- after all, male sex tourism is about everything but female pleasure.

On the other hand, the symbolism of the G-spot is mostly about promoting "traditional" intercourse and pressuring women to change their bodies (as if women are not under enough pressure to modify their bodies) to make their "pleasure button" easier to find and manipulate. According to a meta-analysis of 2014, there is no scientific proof that G-spots are a universal feature of female anatomy. The same results were confirmed in a study of multiple female cadavers.

So Vilnius is advertising itself as something that only exists in popular pseudo-scientific mythology.

Details from the story:

  • Banners and videos advertising Vilnius as "the G-spot of Europe" are targeting internet users aged 18-35 in the UK and Germany. Furthermore, there will be posters with this message around London and Berlin. The campaign will cost the city 56,000 euros.
  • The campaign's slogan is "Vilnius is the G spot of Europe. Nobody knows where it is, but when you find it, it’s amazing." The campaign website starts with a test, where a user can enter their preferences and generate a personal map of Vilnius. The map would direct visitors where to eat, shop, go sightseeing or enjoy cultural events.
  • Go Vilnius, the city branding arm of the municipal government, is behind the campaign. The campaign enjoys the full support of the mayor of Vilnius. A local business, which fully supports the campaign, has aligned its marketing strategy with it.
  • The campaign has been widely reported around the world -- Go Vilnius has counted over 900 mentions. John Oliver said in his show, "It's already worked, because do you think we were gonna spend time talking about Lithuania tonight  if they hadn't done this? Of course not!" This has mainly to do with the controversy and critics calling for cancellation of the campaign ahead of the visit of Pope Francis. Even the Prime Minister has voiced his opinion that the timing is not quite optimal.
  • The Catholic church has stated that the campaign promotes Vilnius as a city of sex tourism.
  • Previous Lithuania advertising campaigns, such as "Real is Beautiful", have been criticized for being too boring.
  • The so-called G-shot surgeries, which use collagen to inflate the purported location of the G-spot, are a massive business, charging hundreds or thousands of euros per shot. The business model capitalizes on women's insecurities, which result from the pseudo-scientific belief that all women have a G-spot, and if someone fails to respond to its stimulation, their body is flawed and needs surgical intervention.
  • Medical scientists warn that there are no medical grounds for such surgeries, but businesses are making money from women's insecurities anyway. 

Project #Femfacts co-financed by European Commission Directorate-General for Communications Networks, Content and Technology as part of the Pilot Project – Media Literacy For All

The information and views set out on this website are those of the author(s) and do not necessarily reflect the official opinion of the European Union. Neither the European Union institutions and bodies nor any person acting on their behalf may be held responsible for the use which may be made of the information contained therein.

NewsMavens is a media start-up within Gazeta Wyborcza, Poland's largest liberal broadsheet published by Agora S.A. NewsMavens is currently financed by Gazeta Wyborcza and Google DNI Fund.
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