PHD Australia and Canesten launch ‘Thrush: The Musical’ in collaboration with SketchSHE
Canesten, Bayer’s thrush treatment, has joined forces with female comedy trio SketchSHE and PHD Australia to launch Thrush: The Musical.
As part of a PHD curated campaign, the team created a bespoke music video with Aussie YouTube group, SketchSHE, best known for their Mime Through Time viral hit. The video sees the girls take to the skies on a comedic jaunt through a condition that many women are too embarrassed to discuss.
The campaign was grounded on the insight that while up to 75% of women experience thrush at least once in their lives*, most are too reticent to admit or discuss it, and even less willing to share information with others about it.
Using comedy to overcome this barrier, the team wanted to make women feel less alone and more comfortable seeking treatment. In the video, viewers see the trio dressed as SketchSHE Airlines flight attendants, reassuring a female passenger who needs to take her thrush medication by stating:
Many of us get thrush, so why the hush?
We want you feelin’ fine on SketchShe Airlines
No reason for it to be taboo
Yeah, it’s just a case of thrush in your coochie coo!
Says Stephanie Weschke, brand manager, Canesten: “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.”
Says SketchSHE: “Thanks to Canesten, we were finally able to bring our 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.”
Says Angela Rapley, director of content at PHD Content – the media agency’s content and partnerships division – who worked with SketchSHE to produce the campaign for PHD’s client, Bayer Australia: “We’re really excited to launch Thrush: The Musical with SketchSHE. Talking about women’s health shouldn’t be difficult or taboo. We hope that 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.”
The music video will be accompanied by 15 clips, consisting of 6-second cut-downs, and will also feature on the SketchSHE YouTube channel.
8 Comments
As punishment, Steve Smith and the Australian cricket team should be made to watch this over and over.
I feel like I caught thrush just watching this…suppose giving it to everyone is one strategy to remove stigma.
Shame it’s so poorly executed…
Stayed tuned for the entire two and a half minutes – nice work. I can see this growing on people.
I LOVE THIS! THE QUALITY, DANCE TO THE SONG. I ACTUALLY WATCHED IT TWICE HAHAHAH
I like the idea but why are they on an a plane?
@haha: to jump out of it.
/r/cringe