Canesten launches Thrush: The Musical to reduce stigma around condition
Bayer’s thrush treatment Canesten has partnered with media agency PHD and sketch comedy group SketchShe for a campaign which aims to reduce the stigma and embarrassment surrounding the condition.
The bespoke music video was created off the back of the insights that 75% of women experience thrush at least once in their lives, most are too reticent to admit or discuss it, and are even less willing to share information with others about the condition.
The two-minute and 30-second video will feature on the SketchShe YouTube channel, which has over 1m subscribers, and will also be cut down into 15 six-second clips.
I’m not the target market but I think this is brilliant creative and execution.
On second thoughts, maybe it’s just what the Oz Cricket Team needs, to cure their desire to scratch in the pelvic zone?