Dame Products sued and won against the NYC MTA's double standard for sexual wellness ads, turning a legal battle into a landmark brand-building campaign for femtech advertising equity.
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See all ads on AdLibrary →Dame Products was co-founded in 2014 by Alexandra Fine and Janet Lieberman. After the NYC MTA rejected its subway ads while approving male-enhancement ads, Dame sued and won, generating international press coverage that built the brand more effectively than any paid media campaign could have. Also searched as Dame.
Dame's most effective marketing campaign was the MTA lawsuit—fought publicly over years, generating consistent press coverage that positioned the brand as an advocate for women's sexual health rights. This earned-media engine created brand awareness that no paid media budget could have purchased. View Dame Products' ads at AdLibrary.
Dame navigates Meta's content policies with educational and lifestyle sexual wellness creative. The brand uses its advocacy positioning to generate press whenever ad restrictions arise, turning platform friction into a recurring news cycle. The MTA legal precedent also informs how other femtech brands approach advertising rights.
Core themes: sexual wellness equity, female-founded design credentials (cofounded by an engineer), product quality and design, the MTA victory as brand proof of conviction, and the normalisation of women's pleasure in public discourse.
Dame's MTA battle is one of the most instructive examples of turning a marketing obstacle into a brand asset. When faced with censorship, Dame chose to fight publicly rather than quietly comply—and the fight generated more brand awareness and press than the ads themselves would have.
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