Sarah Baumann
Deputy CEO at Leo Burnett Group
London, 英国
标题The Truth, Undressed
广告公司
广告战役 The Truth, Undressed
广告主 Bayer HealthCare LLC
品牌 Canesten
首次发布日期 2022
行业领域 保健与医药产品
剧情简介 The Truth, Undressed is an education-at-scale initiative that helps young people learn about intimate health within the education system, but without any of the usual clichés, taboos, or euphemisms.We taught the facts about vaginas and vulvas with something never used before: reality. Using real photography of diverse vulvas shot in non-sexualised ways. And explained different types of discharge using photography of realistic discharge.Utilising Canesten's 40 years of intimate health knowledge, we collaborated with Dr Anne Henderson (consultant obstetrician and gynaecologist), Dr Ester McGeeney and Dr Elly Hanson (specialists in youth-centred research on relationships and sexualities) and undertook qualitative research to ensure our materials resonated among British youths.To exist in the public realm, we had to adapt creative to work around censorship on social media to tackle the perception that vaginal health is an inappropriate and sexual topic, the exact problem we were trying to eradicate.
媒体类别 案例研究
长度
执行创意总监
创意总监
创意总监
文案
文案
美术指导
设计师
设计师
设计师
设计师
设计师
设计师
设计师
设计师
Strategist
Head of Brand Strategy
Strategist
Associate Client Partner
广告公司制片
广告公司制片
广告公司制片
广告公司执行制片
广告公司执行制片
剪辑师
摄影师

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