Canesten has released the follow-up to its popular ‘Thrush: The Musical” campaign with the launch of ‘Thrush: The Musical 2’ developed in conjunction with PHD Content, the media agency’s content and partnerships division, who worked with SketchSHE to produce the campaign for PHD’s client, Bayer Australia.
Developing a campaign to break down taboos for a topic like thrush is a challenge. How do you provide information to empower women to recognise symptoms and seek out the right treatment, while creating brand affinity? Through a ridiculously catchy tune.
Says Amy Francis, group business director, PHD: “We are extremely proud to partner with Bayer to develop Thrush: The Musical 2. Canesten is really challenging the norms within the consumer healthcare category. Thrush the Musical 2 continues the journey of destigmatising a very common condition, by using SketchShe who adopt an empowering and humorous approach, resonating with our audience.”
Says Christian Heath, content and partnerships director at PHD Content: “It’s been fantastic to bring this extension to the original campaign to life. We really love challenging briefs and brave clients who allow us to really push the boundaries.”
The three-minute music video was designed to remove the stigma of thrush and get women to both smile and share. It also serves to educate and empower women to take control of their everyday intimate health.
Thrush is considered an embarrassing topic for women to discuss, yet 75% have suffered from the condition at some point in their life. In most cases, treatment is readily at hand, yet having to talk to a pharmacist or doctor can be difficult for women of all ages. It is important that the Canesten brand connects with women in a way that helps change the conversation by building confidence through an entertaining message.
The music video will be accompanied by multiple formats 30, 15 and 6 second cut-downs as well as a teaser campaign with behind the scenes footage. Content is live on the SketchSHE YouTube channel.
Media agency: PHD Australia
Content/ Creative Agency: PHD Content
Head of Content and Social: Joanne Liddell
Content and Partnership Director: Christian Heath
Creative: Shae-Lee Shackleford/ PHD Content
Director: Shae-Lee Shackleford
A collaboration with SketchShe whose members include, Shae-Lee Shackleford, Lana Kington and Madison Lloyd
Original track: Composed by Benny Davis