Purpose Awards 2022: Brand Led – Best Health Cause Campaign

The winner of thew Purpose Awards 2022: Brand Led – Best Health Cause Campaign category is Intensivão da PPK ‘Vagina Academy’, by AnalogFolk for Canesten.

Since antifungal medication Canesten hit the Brazilian market 50 years ago, many taboos have been lifted – sadly, talking openly about women’s vaginal health isn’t one of them. 

Shockingly, research as part of Canesten’s campaign with Analogfolk found that one in four Brazilian women were even ashamed to say the word vagina.

With a £200,000 budget, Canesten challenged Analogfolk to create a campaign to ‘help women set themselves free from shame and discomfort’ – targeting the next generation of fungal infection sufferers.

Rallying an all-star cast of TikTok creators and experts in the field of intimate health, the brand built ‘Vagina High’ – a shame-free school answering burning questions about vaginal health, and supplying facts about women’s bodies in a digestible, entertaining and positive way.

TikTok was chosen after research discovered that 57 per cent of the platform’s users in Brazil were female, with its target audience (13- to 24-year-olds) used it for about 60 minutes a day.

The result was 43 million video views and 210,000 channel subscribers – as well as 360 articles in the press, and even the world-first de-censorship of the word ‘vagina’ on TikTok.

Finalists

Otrivin Actions to Breathe Cleaner, by Hill+Knowlton Strategies for GSK Consumer Healthcare

Britain Get Talking, by ITV

MTN Share Kindness, by Magna Carta Reputation Management Consultants for MTN South Africa

#LindaFam (Protect your family), by Shujaaz Inc for Imaginable Futures, Umsizi, Vaccine Confidence Fund (Facebook and Merck)


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