Vaginal infections are common, but they cause embarrassment. This impacts their willingness to seek treatment, as well as Gino-Canesten's performance. The objectives were defined in two orders:

PRIMARY

1.1. Increase product sales by 8% compared to the number of units sold concerning the same period in the previous year (Q2/20 vs. Q2/19).

1.2. Grow Gino-Canesten's market share

1.3. Expand the category

SECONDARY

2.1. Give visibility to the subject

2.2. Promote discussions on vaginal health

The strategy to lessen a taboo went beyond trying to hide it. Talking a lot about the taboo was necessary to put it in the spotlight. From that point on, the vagina would gain a prominent historical position in Brazilian advertising.

To present it in a natural and cross-sectional way to any and all Brazilian women, we looked for a way that would cause less repercussions and less rejection at first: making use of the cute and affectionate nicknames for vaginas across Brazil.

That's how #MAKEVAJAYOK (#PPKSEMTABU) was born. It was a movement for women to talk openly about their vajayjays. The hashtag gave voice to the campaign and put the word “vagina,” and its variations, in the spotlight.

#MAKEVAJAYOK movement happened. To begin, an in-your-face manifesto, an ode to all "birdies" in Brazil, was launched with the help of a powerful and convincing ambassador: Sabrina Sato a Brazilian celebrity who is a symbol for women’s empowerment and is known for her spontaneous and outgoing behavior.

The campaign was based on two strategic media pillars: visibility and engagement. Its launch was based on the digital medium, a domain that would allow the movement to grow and generate buzz. And, to increase visibility, we used Open TV, which played an instrumental role so that the vagina could spread across Brazilian homes.

The campaign detached itself from the category codes in the country and broke the traditional communication codes of a pharmaceutical giant known for its strict and conservative guidelines.

Three months into the campaign, we broke records for the brand. Gino- Canesten and its category achieved more space in Brazil, while the vagina gained greater visibility in the media.

The movement's manifesto has more than 19 million views. Gino had the biggest market share in its history. Sales records. 90% of positive comments on social media networks.