In Hong Kong, young women are often embarrassed to tell others about their vaginal Yeast Infection. But as the most trust-worthy yeast infection cure, Canesten wanted to help people understand the importance of speaking to a pharmacist so that they can get proper treatment on time.

Our brief was to get women to understand that this is a normal, common condition. That it's nothing to be embarrassed about. And to speak to their pharmacist.

(Under Hong Kong regulations, we cannot directly relate the prescription medicine with the illness in any advertisement. So our approach is to get them to speak up to their pharmacist, who will recommend Canesten as the cure.)

The film is a karaoke version of our viral YouTube music video, which people could sing along to in Hong Kong's most popular Karaoke Box. At first it appears to be just a love song about a women's secret love for a young man. She's too shy and embarrassed to speak up. But then it transpires that something else is afflicting her and causing her suffering and shame: Vaginal Yeast Infection. A friend tells her (in song) that it's perfectly normal and nothing to be ashamed of. They end up in a pharmacy, where her beloved runs in and calls out her name.

We launched the campaign exactly as if we were promoting a new record. The music video was released on YouTube. The CD was made exclusively available in HMV. Or you could download it on iTunes, Spotify and other music apps. Outdoor posters promoted the record. While radio stations played along to help plug the song. And, this being Hong Kong, we had to give people the chance to sing along with their friends. So we teamed up with Neway,the largest karaoke box in the city.