Intensivão da PPK for Canesten - Best Use of Social Media Winner - AnalogFolk - The Independent Agency Awards 2021

Campaign Summary:

In February 2021 AnalogFolk launched Intensivão da PPK for Canesten which ran for five weeks. The educational programme was designed to open up conversations around intimate health topics and combat the myths and misconceptions that cause young women shame. The digital school provided interactive lessons led by knowledgeable teachers, who challenged a culturally deep-rooted situation in Brazil where 1 in 4 women admit they are ashamed of saying ‘vagina.’ To connect with the target audience, a school was built on TikTok with a range of hand-picked influencers.

Students enrolled on their mobile via TikTok while AnalogFolk created a TikTok TopView ad to drive this. The campaign has
now driven 43M video views, 210K TikTok channel subscribers (equivalent to filling 17.5K real-world sized classrooms) and 1 de-censorship of the word ‘vagina’ on TikTok – vagina health is now a welcomed topic on TikTok.

- AnalogFolk​