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Canesten launches Thrush: The Musical to reduce stigma around condition

Bayer’s thrush treatment Canesten has partnered with media agency PHD and sketch comedy group SketchShe for a campaign which aims to reduce the stigma and embarrassment surrounding the condition.

The bespoke music video was created off the back of the insights that 75% of women experience thrush at least once in their lives, most are too reticent to admit or discuss it, and are even less willing to share information with others about the condition. 

The two-minute and 30-second video will feature on the SketchShe YouTube channel, which has over 1m subscribers, and will also be cut down into 15 six-second clips.

The SketchShe cast star as SketchShe Airlines flight attendants, who reassure a female passenger who needs to take her thrush medication.

The attendants sing:

Many of us get thrush, so why the hush?

We want you feelin’ fine on StetchShe Airlines

No reason for it to be taboo

Yeah, it’s just a case of thrush in your coochie coo!

Stephanie Weschke, brand manager for Canesten, said the campaign should start conversations.

“At Canesten, we want women to feel empowered and confident about their intimate health and wellbeing. That’s why we are very excited to partner with PHD and SketchSHE to help raise awareness about thrush, a condition that is very common among women. While it can be embarrassing to talk about, the collaboration on Thrush: The Musical with SketchShe is an exciting avenue for us to open up the conversation and help women suffering feel less alone.”

Angela Rapley, who heads up PHD’s content and partnerships division – PHD Content – said talking about women’s health shouldn’t be difficult or taboo.

“We hope this campaign will make women smile and feel a little less awkward about getting treatment. Some of the euphemisms in the song are not for the faint-hearted, but at the end of the day it’s a bit of fun about a subject that’s normally never talked about,” she said.

SketchShe added: “Thanks to Canesten, we were finally able to bring out Britney-Spears-esque dream of performing on an aeroplane to life. Buckle up as we take you for a song and dance about what many of us experience in our lady garden.”

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