Canesten Australia Launches University Of Down Under (#UdoU) Featuring Abbie Chatfield To Teach Aussies About Intimate Health
Bayer Consumer Health Australia’s Canesten this week launches a new purpose campaign, University of Down Under, which aims to educate and empower young women with regards to their intimate health.
Taught by ‘Queen of No-Shame’, Abbie Chatfield, the #UdoU interactive digital course delivers bite-sized and approachable intimate health education to reduce the shame associated with talking about thrush. From Biology to Psychology, Social Sciences to Physiology – no topic is off limits!
A continuation of Canesten’s ongoing mission to liberate women from the shame and stigma associated with women’s intimate health, the University of Down Under interactive course was designed using real consumer data revealed in the 2021 Intimate Health Report Card1, a survey of female-identifying Australians aged 16 to 25 that was commissioned by Canesten and executed by Researchify.
The findings – which explore health stigmas and myths that prevail regarding intimate health – show that while the majority of Gen-Z female-identifying* Australians are comfortable or confident speaking openly about their vagina (49 per cent) and vulva (45 per cent), intimate health remains a taboo topic.
In fact, open discussion about intimate health conditions such as thrush (46 per cent) induce feelings of shame, embarrassment, and discomfort.
“The Intimate Health Report Card shows that vagina literacy amongst Gen-Z women is sub-standard1, thanks to a breakdown in education from school years right through to current peer-to-peer discussions. With conversations about the vagina still being seen as taboo and women having to fight for representation of their body and experiences, we at Canesten wanted to create a location where Gen Z could learn and feel empowered about their own unique intimate health,” said Bayer consumer health brand manager, Jessica Robertson.
“As a highly-trusted and expert brand in women’s intimate health and the number one brand in thrush treatments2, Canesten is stepping in as educator – giving first-time sufferers the knowledge, courage and access to education that will help set themselves free from shame and discomfort through the interactive University of Down Under, that allows users to choose their own education journey.”
The digital-led campaign includes:
- Strategy, creative, earned media, influencer and stakeholder relations activity led by DEC PR. This includes the University of Down Under (#UdoU) concept, the 2021 Intimate Health Report Card consumer research on the self-beliefs and levels of confidence female-identifying Gen Z Australians have with regards to their intimate health that informed the interactive video course, talent relations with Abbie Chatfield, Shani Chantel and Maggie Zhou, and stakeholder outreach to relevant healthcare, allied health and education professionals.
- A ‘choose-your-own-adventure’ style interactive video course, hosted by Abbie Chatfield and created in collaboration with leading video production company, Visual Domain, and Vudoo, a global SaaS pioneer of interactive video.
DEC PR Client Strategy Director, Sarah-Ann Taylor, said marrying the important health education with the local Aussie tone of voice was a must when developing the University of Down Under creative strategy: “Success for us is delivering upon Canesten’s objectives to empower young Aussie women to acknowledge and take control of their intimate health.”
“Aligning with the ultimate zero-shame queen, Abbie Chatfield, to bring to life the findings from Gen-Z women was key to making an impact with our bullseye audience – and delivering the #UdoU course content via interactive video ensured max engagement.”
Visual Domain senior producer, Claudia Fitzgerald, said it’s not only the subject matter that makes the University of Down Under videos unique – it’s the interactive capabilities: “It’s a learning module, but packaged in a stylized, engaging, relatable shell so audiences don’t get bored and start watching something else!”
“This campaign is one of my favourite projects from this year, not only due to the important messaging around female intimate health but also in how we chose to communicate these messages. These videos are a perfect example of how incorporating interactive elements can turn a viewer’s experience from passive to highly engaged.”
“The use of polls, journey mapping, and interactivity allow them to take control of their own learning and provides them with a much more valuable experience. Audiences’ needs are constantly changing, they want choice, variety, and a personalized experience – and the interactive video we’ve been entrusted to produce for Canesten Australia provides them with just that!”
Other commitments as part of Canesten’s ongoing mission to empower women to take control of their intimate health include the brand’s award-winning ‘Thrush: The Musical’ campaign, which busted common myths about thrush in 2020, with engaging comedy troupe, SketchShe, and the extensive Canesten product range, including the unique Vaginal pH SelfTest.
View and experience the free University of Down Under interactive course at www.canesten.com.au/UdoU.
Latest News
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
There is just under a month to go until the inaugural Cairns Crocodiles Awards presented by Pinterest! Today, as our judges deliberate over a year’s worth of hard work, we celebrate some of the incredible entries in the Healthcare category sponsored by Alternaleaf. The Cairns Crocodiles Awards celebrate the best examples of creativity in marketing […]
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.
Coles’ FightMND Fundraiser Takes Off For Big Freeze 10
As much as B&T applauds Coles on this charity initiative, we do ask for less 'Locomotion' through the in-store stereo.
IAB Australia Calls For Submissions To MeasureUp 2024
The IAB's calling for speaker submissions for its MeasureUp conference. Also looking to loan an overhead projector.
Drive TV & Kia Puts EV9 To The Ultimate Test In New TV Special
Have trepidations about purchasing an EV? This eight-part TV show's for you. Simply can't afford one? Watch on, anyway.
WPC Group & NextGen Jobs Recruit InsideOut For PR Account
As much as you love adland, do you often think you'd be better off had you become a plumber? Prove mum was right here.
“She’s A National Treasure For Australia And A Human Treasure For The Planet” – Warner Bros’ Josh Goldstine on Margot Robbie, Barbie And Marketing
Barbie was undoubtedly the marketing success story of 2023. B&T still leading the 'Margot for PM' calls into 2024.
M&C Saatchi Group Invite Emerging Artists To Create Visions Of A Better Future
Does the bowl of fruit on your kitchen bench need immortalising? Top news as M&C Saatchi's art initiative returns.
Thorpie & Matildas Superstars Join The Amazing Race Australia: Celebrity Edition.
Thought to yourself "that Ian Thorpe fellow's been quiet of late"? 10's celeb edition of Amazing Race is where it's at.
Greenpeace Launches Heartbreaking Call To End Deforestation Via Dropbear
As much as B&T applauds Greenpeace, its ads leave you feeling like you got the gas, water & phone bill on the same day.
Smith’s Unveil New ‘Joy is a Simple Recipe’ Brand Platform Via Goodby Silverstein & Partners
The only thing better than a round of beers arriving is the sight of a bag of Smith's between the drink carrier's teeth.
ABC Launches Two New Channels Combining Kids, Family & General Titles
Among the many joys of having young children is that they will seriously watch any old shit on TV.
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The question has to be asked - do Tigers play on an ancient Indian burial ground given their ongoing spate of bad luck?
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.