In order to avoid the embarrassment to speak about Yeast Infection in front of pharmacist, our idea is simple. We create a code word to make it more comfortable for women to talk about, whether to their pharmacist or simply amongst their female friends.

Base on the code word of Korean-sounding name “Kim Tou Yin”, we launched our campaign by creating an online Korean-style drama series targeted at women. The storyline revolved around a woman with a secret she was hiding from her friends. Unable to speak out about her condition, her friends assume she is having an affair with her handsome Korean co-worker — Kim Tou Yin, when what she actually has is — Yum Tou Yim (Yeast Infection). But women weren’t the only ones in on the secret. We also created a campaign toolkit for pharmacists, to ensure they ready to recommend Canesten when they heard the code word.

For about 900,000 women aged between 25 to 34 in Hong Kong, the webseries received over 200,000 views in the first few days alone with online searches for the clever code word skyrocketing. The campaign even made the front cover of one of Hong Kong's most popular magazines. Plus, with additional print and out-of-home support, Kim Tou Yin became a hot topic of conversation for women all across Hong Kong. Within the campaign period, sales increased 25% and traffic to pharmacy increase 41%.