Intensivao da PPK (‘Vagina High’)
The shame-free school of vaginal health on TikTok
The challenge
To establish Canesten’s new brand purpose - to help people set themselves free from shame and discomfort - with the next generation of first-time sufferers of vaginal infections.
The insight
When open education isn’t available, harmful myths and misconceptions fills the gaps in our knowledge. This fuels the age-old stigma around the topic of vaginas, impacting our health and happiness.
The solution
Schools teach us all sorts - except the subject of vaginas. So we decided to create a school that only taught it: Vagina High. Or, in Portuguese, Intensivao da PPK.
Our classroom: TikTok. Our teachers: expert content creators. Our school was entertaining, shame-free and accessible to everyone.
There’s so much missing information to learn that we created a whole curriculum. With classes like Chemistry (did you know the vagina is acidic?), Media Studies (how our perceptions of the body are warped by pornography), and Fashion (what, and what not to wear down there).
As a global platform, Vagina High has since been activated across Italy and Australia too. Next up: the UK.
