Our target Audience are women in Hong Kong, especially those who aged between 25 to 34, and have less experience of yeast infection.

Women were often too embarrassed to speak to pharmacist about their condition. Especially in Hong Kong the Cantonese for 'Yeast Infection' translates into the far more graphically named 'Vagina Infection'. Our challenge is to help take the discomfort out of both having, and talking about yeast infection by choosing Canesten.

In order to avoid the embarrassment to speak about Yeast Infection in front of pharmacist, our idea is simple. We create a code word to make it more comfortable for women to talk about, whether to their pharmacist or simply amongst their female friends.

Base on the code word of Korean-sounding name “Kim Tou Yin”, we launched our campaign by creating an online Korean-style drama series targeted at women. The storyline revolved around a woman with a secret she was hiding from her friends. Unable to speak out about her condition, her friends assume she is having an affair with her handsome Korean co-worker — Kim Tou Yin, when what she actually has is — Yum Tou Yim (Yeast Infection). But women weren’t the only ones in on the secret. We also created a campaign toolkit for pharmacists, to ensure they ready to recommend Canesten when they heard the code word.

Since our target audience are women in Hong Kong. And they already spend an inordinate amount of time gossiping about their favourite male Korean television stars, we twisted the Cantonese pronunciation of Yeast Infection ‘Yum Tou Yim' into a similar, hunky Korean-sounding name 'Kim Tou Yin'.

Three out of four women have experienced the discomfort of a yeast infection. Fortunately, this common condition is easily treatable with Canesten, a safe and effective over-the-counter medication available from any pharmacist. However, Women were often too embarrassed to speak to a pharmacist about their condition. Especially in Hong Kong where the Cantonese term for 'Yeast Infection' translates into the far more graphically named 'Vagina Infection'. So, we created a code word to make it more comfortable for women to talk about, whether to their pharmacist or simply amongst their female friends.