Canesten®, Bayer’s thrush treatment, has joined forces with female comedy trio SketchSHE, to today launch Thrush: The Musical.
Via a campaign created by PHD, a bespoke music video, written and produced by the Aussie YouTube stars best known for their Mime Through Time viral hit, sees the girls take to the skies on a
comedic jaunt through a condition that many women are too embarrassed to discuss.
The insight for the campaign was that despite up to 75% of women experiencing thrush at least once in their lives*, most are reticent to admit or discuss it, and even less keen to share information about
it. The strategy therefore was to use comedy as a means to overcome this very real barrier and to create something which would hopefully make women feel less alone in the condition and more comfortable seeking treatment.
In the video, the girls dress as SketchSHE Airlines flight attendants, reassuring a woman passenger who needs to take her thrush medication that:
Many of us get thrush, so why the hush?
We want you feelin’ fine on SketchShe Airlines
No reason for it to be taboo
Yeah, it’s just a case of thrush in your coochie coo!
Says Stephanie Weschke, Brand Manager, Canesten®:
At Canesten®, we want women to feel empowered and confident about their intimate health and wellbeing. That’s why we are very excited to partner with SketchSHE to help raise awareness about
thrush, a condition that is very common among women. While it can be embarrassing to talk about, the collaboration on Thrush: The Musical with SketchSHE is an exciting avenue for us to open up the
conversation about thrush and help women who may suffer from it feel less alone.
SketchSHE added: ‘Thanks to Canesten® we were finally able to bring our Britney-Spears-esque
dream of performing on an aeroplane to life! Buckle up as we take you for a song and dance about
what many of us experience in our lady garden!’
‘’We’re really excited to launch Thrush: The Musical with SketchSHE. Talking about women’s intimate health shouldn’t be hard and we hope that this campaign will make women smile and feel
just a little less awkward about getting treatment. Some of the euphemisms in the song are not for the faint-hearted (!), but at the end of the day it’s a bit of fun about a subject that’s normally never
talked about,’’ commented Angela Rapley, Director of Content at PHD Content, the media agency’s content and partnerships division, who worked with SketchSHE to produce the campaign for PHD’s
client, Bayer Australia.
The music video will be accompanied by 15 and 6 second cut-downs and will live on the SketchSHE YouTube channel.
To watch the video click here