We started the conversation with a controversial question, “Have you ever been to your own vagina?” This led to a spaceship simulator that took Thai females on a real journey to the most intimate area on their bodies. On the journey, they learned more about the female genital—its functions, acidity levels and why they require special attention and care. The animation video of the Vagina Journey was given to colleges, which could be downloaded to students’ mobile phones.

The departure date for the Vagina Journey saw thousands of female participants. Through this activation, they started to pay more attention to their intimate parts. Hundreds of schools requested for the animation video and discussions among Thai women, as well as with medical experts took place throughout cyberspace. As the Thai female population acquired more knowledge on the issue, there was an increased desire to take better care of their intimate areas. Above all, the contagious idea created new conversations and the need for Lactacyd at the same time. Sales increased 20%.