Canesten
About Canesten
The work made for Canesten runs to 3 verified projects since 2021 — mostly Campaign, Marketing and Advertising. Most of it comes from 1 team, including Analog Folk. The people who work most often on Canesten projects include Margarita Iosif.
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Featured project
The Truth, Undressed
Previous iterations of Vagina Academy, Canesten’s brand purpose global education platform, had launched in other parts of the world as a digital school of intimate health, mainly housed on social. There had been Intensivao da PPK in Brazil, as well as other variations in Italy and Australia. The challenge for the UK was how to do this in a progressive market, that had previous activity of doing brand purpose work. Note: this campaign contains nudity. We’ll let you know when it will appear in the images further down the page. Solution Analog Folk found that regardless of more progressive attitudes in the UK, knowledge and access to education was still abysmally low - 60% of women in the UK only found out about vaginal infections when they first experienced one. Mainly because only 6% ever find out about health conditions through school or university. There was, however, an appetite to know more. 68% of young women wished they had learnt about vaginal discharge as a primary indicator of health, and 81% of young women agreed that there should be better vaginal/vulva education in schools. Against this backdrop of a lack of education, there was also the problem that what did exist contributed to unhealthy narratives. From extremely basic diagrams that either only focused on the reproductive system, or did not fully reflect the reality of real labia and vulvas; to school curriculums that taught about FGM, but not about anatomy and the significance of the clitoris; to resources that taught fear and caution instead of acceptance. This manifested in culture as candles from Goop which supposedly smelled like Gwyneth Paltrow’s vagina (they smelt of essential oils, not a body). Or influencers being trolled online for having their labia showing in tight sportswear. To the Panty Challenge, where women were posting about having discharge-free underwear at the end of the day as if it was a good thing (it wasn’t). All this contributed to a culture where sex and sex appeal was at the forefront of popular conversation, yet also highly moderated due to being considered explicit; whilst knowledge of how vaginas and vulvas actually look and behave was buried and hard to find. Activity So Analog Folk created The Truth, Undressed. An education platform which teaches the reality of how people's bodies look and behave, with unprecedented access to the naked truth. Removing the metaphors, euphemisms, oversimplification, sexualisation and clothing. Analog Folk explored enlightening truths that, despite being need-to-know, get left out or taught inadequately by schools. Either because it isn’t related to reproduction, or is deemed inappropriate for minors. Analog Folk cover everything from Anatomy, cultural pressures and labiaplasty, health conditions like BV, Thrush and Vaginismus, pubic hair and the choices that comes with it, to even what a vagina should really smell and taste like. When relevant to the topic, Analog Folk showed the reality too: real vulvas, real hair, real discharge. This does two jobs: stops speculation and improves people's education, and contributes towards desexualising vulvas and vaginas by presenting them as functioning body parts and not sexual objects. A first in the education world. They partnered with Untold Fable to produce the accompanying stills and portraits to include diverse and inclusive casting, photographers and intimacy coordination. Social video ads were developed to drive traffic to www.TruthUndressed.co.uk, by spreading awareness of the missing information around vaginas and vulvas and its potential consequences. The idea lives across a microsite (because images of real vulvas are not welcome on social media), which supports lesson plans and resources developed with the PSHE Association. These are designed to slot in next to the compulsory RSE curriculum. Meaning students in real schools across the country will finally be taught these missing topics about vaginas. Results 42k website visits in one month 81k website visits to date 2.5mins average dwell time on website (40% more than on Canesten's brand website) 1.5k teaching material downloads 150k students reached through lesson plans taught as part of the National Curriculum in the UK 163 million media coverage audience 3.4 million people reached on social media
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