Canesten faced a challenge that many healthcare brands can relate to: consumers only interact with the brand when they have a problem and they need a quick fix to treat their health issue.

For Canesten this is especially true as people try to avoid engaging with subjects like thrush and bacterial vaginosis at all costs. Generally in the category, there is no desire to interact with vaginal infection brands - especially not publically on social media. The relationship between Canesten and consumers was therefore purely functional.

When it came to brand equity scores, Canesten lacked meaning, especially with younger consumers. To create meaningful value in consumers' lives and change the brand perception of Canesten, we were tasked with creating a new purpose for the brand.

For the Brazil campaign our objective was to establish this new purpose with younger consumers to drive brand equity and engagement.

Welcome to Intensivão da PPK—the digital school of vaginal health offering young people a five-week programme of fun and forthright education. We wanted to help young people learn the truth about vaginas and how to keep them healthy. How? By launching a shame-free school that shares vital knowledge within entertaining lessons that spoke to the audience on their level, in a place where they felt comfortable – TikTok. Here, we knew that regardless of circumstances, anyone could access this information. Our curriculum covered all topics relating to vaginal health. We designed lessons which specifically targeted Brazilian-specific myths and taboos. Our cohort of hero students were young, well-known faces on TikTok. Famous for being outspoken, confident individuals. The educational programme was designed to open up conversations around vaginal health and combat myths and misconceptions that cause young people shame.