Canesten: The Truth, Undressed campaign

Category: Integrated Campaigns; Entrant: AnalogFolk

According to Canesten, only 6% of women aged 16-25 in the UK learn about intimate health conditions through education, despite Britain being seen as a progressive nation for sexual health education. On a mission to reduce embarrassment and stigma, the brand, along with agency AnalogFolk, developed an online platform called The Truth, Undressed. The programme was designed to break down the misconceptions and taboos surrounding vulval anatomy and vaginal health.

The microsite includes an array of content covering cultural pressures and health conditions, plus photographs shot by Sophie Mayanne of unedited, real-life vulvas of all shapes, sizes, skin tones and types of pubic hair. Along with a series of social films to promote the microsite on TikTok and Instagram, lesson plans developed with the PSHE Association were also created, plus a guidance document to show teachers the different ways that lessons could be approached in an inclusive, age-appropriate way.

Canesten: The Truth, Undressed
Category: Integrated Campaigns
Entrant: AnalogFolk
Agency: AnalogFolk
Creative Directors: Sara Pouri, Amandine Fabian
Copywriters: Jacqueline Hedge, Tabitha Burns
Art Director: Gracie Hawes
Designers: Eve McQuaid, Liam Thomas, Margaria Iosif, Paul Woodward, Gabriella Renka, Lizzy Davis, Dan Saxton, Nina Pitrakao
Strategists: Vee Lockey, Alisa Maul, Caitlin Liebenberg
Associate Client Partner: Sarah Baumann
Agency Producers: Molly Carter, Jo Charalambous, Natalie Dobbin
Executive Producers: Stuart Pearman, Charlotte Ludlow
Production Company: Untold Fable
Editor: Margaria Iosif
Photographer: Sophie Mayanne