Challenge

While Bayer’s intimate healthcare brand Canesten is available in Brazil’s consumer market, openly discussing vagina health is still a social taboo. The topic is rooted in harmful myths and misconceptions that ultimately come from a lack of education.

Even in the 21st century, young people are embarrassed about talking about their vaginas. Especially if there’s a problem. In fact, 1 in 4 Brazilian women admit they are ashamed of saying ‘vagina’. And that poses huge issues for getting treatment.

With this knowledge in mind, we defined a new global brand purpose for Canesten: to help young people to set themselves free from shame and discomfort. And to firmly establish this mindset with the next generation of first-time sufferers. The challenge? Bringing this to life in Brazil, our pilot market, to make positive, meaningful change.

overview picture

Solution

Welcome to Intensivão da PPK , the digital school of vagina health offering a five-week programme that teaches young people everything they need to know about vaginas in a fun and forthright way.

The key to eradicating shame is better education so we’re arming young people with all the knowledge they need to understand how their vaginas work, empowering them to have honest conversations about their bodies, and giving anyone, anywhere, access to treatment.

Activity

Intensivão da PPK offers 28 interactive lessons in the place where our young target audience can be found – TikTok. They’re delivered by well-known influencers and experts with specialist knowledge in vaginas, psychology and body positivity, as well as a group of ‘students’ to further amplify our reach and relevance on the platform.

From a sociology class that asks the question ‘who gets vagina infections?’ (answer: everyone), to a chemistry class explaining vaginal pH, we cover a range of vital topics. And by understanding what is and isn't normal, young people will feel confident in looking after their own vagina health.

Results

You can take a look at the ‘lessons’ the influencers have been posting on Intensivão da PPK here.

Since the launch of our Brazilian pilot in February, the channel has received;

44m

Total video views

210,000

 enrolled Brazilians 

17k

classrooms filled

One

de-censorship of the word ‘vagina’ on TikTok

The ongoing educational programme has now rolled out in Italy. The global version, called Vagina Academy, will launch in the UK later this year, followed by Australia via several social media platforms, such as Snapchat, Instagram and YouTube, to allow young people easy access to engaging class content and live streamed seminars.