One in three women has a vaginal condition called bacterial vaginosis (BV). Yet despite it being a common condition, it is relatively unknown among the general public. BBI Healthcare, which owns the Balance Activ range, asked Big Communications to raise awareness of the condition and help to remove the taboo surrounding BV.
The agency created an awareness day to help gain exposure for the condition. It used statistics to highlight the high prevalence of BV and low awareness levels in the UK. Emotive case studies were sourced to help cut through the embarrassment factor. Embarrassing Bodies presenter and family GP Dr Dawn Harper was also enlisted as a credible medical expert.
The results were impressive, with the Balance Activ website seeing a 100 per cent increase in traffic on National BV Day on 16 April, and a sales lift in the week following the campaign.
More than 200 independent chemists posted information about the awareness day on their websites, and key retailer Boots requested that it run the specially created campaign vodcasts on its website, providing a great endorsement for the campaign.
"A simple campaign, perfectly executed, which delivered great coverage and, most importantly, a direct sales uplift that can be attributed directly to PR"
Rachel Woods Head of campaign planning, BP