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Bayer Canesten and AnalogFolk Group Win Webby Award for Social Purpose Platform


The team win for its 'The Truth, Undressed' work for Canesten

Bayer Canesten and AnalogFolk Group Win Webby Award for Social Purpose Platform

AnalogFolk Group (AFG), the progressive marketing and technology group creating a smarter future for people, brands, and society, announced today that its ground-breaking social purpose platform for Canesten, 'The Truth, Undressed', has been named as the winner of the Advertising, Media & PR - Health, Wellness & Pharmaceutical category in the 27th Annual Webby Awards Internet Celebration.

Hailed as the 'Internet’s highest honour' by The New York Times, The Webby Awards, presented by the International Academy of Digital Arts and Sciences (IADAS), is the leading international awards organisation honouring excellence on the Internet.

Created in partnership with Canesten the intimate health brand expert, the social purpose platform aims to strip away shame and over-sexualisation through ground-breaking education. The education-at-scale initiative empowers young people with trustworthy information, without any of the usual clichés, taboos, or euphemisms on intimate health to fight feelings of shame and distress that stops them from seeking medical attention.

Canesten and AFG’s digital creative agency AnalogFolk collaborated with the national body for health education, The PSHE Association - that provides teaching materials to schools - to create a unique programme of comprehensive lesson plans designed specifically to be taught as part of the national curriculum’s compulsory UK school syllabus along with social media awareness videos and an online educational hub.

AFG’s content production company Untold Fable produced the accompanying stills and portraits to include diverse and inclusive casting, photographers and intimacy coordination.

Since its launch ‘The Truth, Undressed’ has reached 163 million people through media coverage and a further 3.4 million people through its social media campaign. Most importantly, Canesten’s The Truth, Undressed lesson plans have been taught to 150,000 students as part of the National Curriculum in schools across the UK.

“The Truth, Undressed has set the standard for innovation and creativity on the Internet,” said Claire Graves, executive director of The Webby Awards. “This award is a testament to the skill, ingenuity, and vision of its creators.”

‘The Truth, Undressed’ is part of Vagina Academy, the global education activation Canesten and AnalogFolk first launched in February 2021 in pilot market Brazil with the campaign Intensivão da PPK, the world’s first digital school of intimate health. Intensiavão da PPK was launched on TikTok where its videos were viewed 43 million times and reached over 200K subscribers, equating to filling 17.5K real-life classrooms. Vagina Academy has since rolled out with hyper-local execution in the UK, Italy and Australia.

With nearly 14,000 entries from over 70 countries, and over 2.5 million votes cast by over 600,000 people in the Webby People’s Voice, the 27th Annual Webby Awards has been a truly ground breaking year.

IADAS, which nominates and selects The Webby Award Winners, is comprised of Internet industry experts including Questlove, DJ and Producer; Tan France, Fashion Designer, Television Personality & Author; Natalie Guzman, Co-President & CMO, Savage X Fenty; Werner Vogels CTO, Amazon; Roxanne Gay, Host, The Roxanne Gay Agenda; Quinta Brunson, Writer, Director and Actor; Ziwe Fumudoh, Comedian and Writer; Reshma Saujani, Founder, Girls Who Code; LeVar Burton, Actor, Podcaster and TV Host; Andy Slavit, Host, In The Bubble; Takashi Murakami, Artist; Samantha Bee, Comedian; and Tracy Chou, Founder & CEO, Block Party.

AnalogFolk Group will be honoured at the 27th Annual Webby Awards in New York City on May 15th, hosted by comedian Roy Wood Jr (The Daily Show) on Monday 15th May.  

This year’s Webby Special Achievement honorees include: Emoji Creator Shigetaka Kurita (Lifetime Achievement), SZA (Artist of the Year), Sharon Horgan (Actress of the Year), SmartLess Hosts Jason Bateman, Will Arnett and Sean Hayes (Podcast of the Year), Tracee Ellis Ross (Webby Special Achievement), Tobe Nwigwe (Webby Special Achievement), Under the Desk News (Webby Special Achievement), and Chat GPT (Breakout of the Year).

Hosted by comedian Roy Wood Jr. (The Daily Show) the Webby Awards’ star-studded ceremony will take place in New York City on Monday, May 15th, and will celebrate the best of the Internet. Fans can follow and watch show highlights including hallmark 5-Word Speeches from the night’s big winners on May 15th by following The Webby Awards @thewebbyawards on Instagram, Twitter, TikTok and on YouTube.

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AnalogFolk, Thu, 27 Apr 2023 07:56:53 GMT