#PPKSEMTABU

- Bayer Gino-Canesten

Candidiasis is a common vaginal fungal infection that affects 3 out of 4 women at some point in their lives. It causes itching, discharge, burning, and significant discomfort.

Gino-Canesten, a Bayer medication, effectively treats the condition and provides symptom relief from the very first application.

But the issue goes beyond physical symptoms. Many women feel ashamed when dealing with the condition. Instead of seeking proper treatment, they often remain silent or turn to homemade solutions that only mask the symptoms and can make things worse.

To change this reality, the #PPKSEMTABU movement was created to encourage open, stigma-free conversations about intimate female health.

The impact was immediate. In just three months, the campaign helped the brand break through a stagnant category, achieve two historic monthly sales records for Gino-Canesten, and reach the highest value share. The case also won Silver at the 2020 Effie Awards in the General Products category. _
*PPKSEMTABU is the oficial name of the movement in Portuguese, in English it could be translated as #MakeVajayOkay. PPK is short for PEPEKA, a common word for vagina, something like vajayjay.

Agency: Wunderman Thompson
CCO: Keka Morelle
Creative Director: Renata Leão, Cássio Moron e Alvin Shiguefuzi
Art Director: Leticia Rodrigues, Isabele Ramos e Lara Roncatti
Copywriter: Heloisa Ribeiro
Head of Production: Maisa Delgado
Senior Production: Marcia Granja
Head of Business: Fernanda Ricci
Business Director: Ana Carolina Andrade
Account Executive: Julia Vieira