There's a lack of easily accessible information about the vagina, vaginal care, and intimate health for people with vaginas. That happens due to the stigma and shame widely constructed around the topic. Gino-Canesten works to spread information and empower people with vaginas to know more about their health. But if that's a stigma for women with vaginas, it's a double stigma for trans people.

With PPK Academy (Intensivão da PPK), Gino-Canesten is set to inform all people with vaginas about their biology and intimate health while bridging the gap between vaginal-care products and the trans community.

The PPK Academy is a free digital school on TikTok, that aims to spread reliable information in a light-hearted, easy-to-understand format. By co-creating with content creators, we achieved a native language that was interesting and engaging to the audience.

The course presented relevant content to vaginal care, such as the history of the vagina, biology, symptoms of infections, tips on how to take care of your vagina, challenges of trans people with vaginas, changes that might occur to transgender vaginas, and much more.

The campaign was centered on TikTok, establishing a digital native dialogue with people with vaginas, to provide educational content and eliminate shame, through their preferred platform.

To approach numerous topics related to vaginas and intimate health, our strategy was to divide the content into different phases:

• the school: this was an introductory phase, which presented the main concepts and scientific data related to vaginal health;

• the university: this phase encompassed in-depth information on gynecological health, symptoms, and common infections.

Both phases showcased all creators: specialists, speakers, and students, each reinforcing their point of view on the subject to bring information and relatability to diverse audiences.

The media strategy was to boost all the content created by the influencers and improve assets delivery accordingly to what the platform's AI pointed out as the best performance assets, seeking to achieve and expand the results.

Our campaign remained live throughout the entire content production period, around 6 months.

The PPK Academy generated meaningful content that resonated deeply with our audience and reached exceptional results:

. Reach: The campaign reached more than 13.5M users on TikTok and Instagram, representing coverage of 52% of our target audience (32p.p. above the initial goal).

. Views: Our videos summed 79MM views (TikTok content with Super Bowl audience). People enjoyed the content, watching the entire video, accompanied by comments that showed how the audience understood the information and learned from videos.

. Interactions: More than 2,6 million interactions (between likes, comments, shares and others).

. Brand Lift: +3,6% of ad recall was associated with the campaign via TikTok Brand Lift poll.

. Over 2 Hours of “Edutainment” at the brand’s most relevant channel

. TikTok Ad Awards Top 3 – D&I

One of the main results is the positive impact that this initiative had on the trans and non-binary community.