Canesten launches The University of Down Under with Abbie Chatfield

Bayer Consumer Health Australia’s Canesten has launched a digital campaign fronted by influencer and Bachelor alumni Abbie Chatfield.

The campaign, created by Dec PR, aims to educate women in regards to their intimate health.

One of the 25-sceond spots for the campaign sees Chatfield explaining the results of Australia’s Intimate Health Report as part of The University of Down Under.

Bayer Consumer Health brand manager Jessica Robertson said: “The Intimate Health Report Card shows that vagina literacy amongst Gen-Z women is sub-standard, thanks to a breakdown in education from school years right through to current peer-to-peer discussions. With conversations about the vagina still being seen as taboo and women having to fight for representation of their body and experiences, we at Canesten wanted to create a location where Gen Z could learn and feel empowered about their own unique intimate health.

“As a highly-trusted and expert brand in women’s intimate health and the number one brand in thrush treatments, Canesten is stepping in as educator – giving first-time sufferers the knowledge, courage and access to education that will help set themselves free from shame and discomfort through the interactive University of Down Under, that allows users to choose their own education journey.”

DEC PR client strategy director, Sarah-Ann Taylor, said: “Success for us is delivering upon Canesten’s objectives to empower young Aussie women to acknowledge and take control of their intimate health. Aligning with the ultimate zero-shame queen, Abbie Chatfield, to bring to life the findings from Gen-Z women was key to making an impact with our bullseye audience – and delivering the #UdoU course content via interactive video ensured max engagement.”

The campaign is a ‘choose-your-own-adventure’ style interactive video course, hosted by Chatfield and created in collaboration with video production company Visual Domain and Vudoo. News Corp recently acquired a major stake in Visual Domain.

The strategy, creative, earned media, influencer and stakeholder relations activity were led by Dec PR.

The campaign will be on Canestan’s website and on socials, Facebook and Instagram. The campaign will also be on the involved influecner’s social medias: Chatfield, as well as Shani Chantel and Maggie Zhou.

Canesten’s previous campaigns include Thrush: The Musical starring Sketchshe.

Canesten understands that not all people with vaginas identify as women, and not all individuals who identify as women have vaginas. This campaign and subsequent research findings reflect the language that researchers use, with ‘women’ or ‘female-identifying individuals’ referring to cis women.


Brand: Canesten, a brand of Bayer Consumer Health Australia

Strategy and creative: DEC PR

Production: Visual Domain, Vudoo

Media and talent relations: DEC PR


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