Canesten Australia: University of Down Under (#UdoU)

Welcome to the University of Down Under: Canesten Australia’s shame-free school of intimate health! The new online interactive video course aims to empower and break taboos for the 96% of Gen Z women who wish conversations about thrush were more acceptable.Taught by ‘Queen of No-Shame’, Abbie Chatfield, the #UdoU interactive digital course delivers bite-sized and approachable intimate health education to reduce the shame associated with talking about thrush. From Biology to Psychology, Social Sciences to Physiology – no topic is off limits!

The digital-led campaign includes:
• Strategy, creative, earned media, influencer and stakeholder relations activity led by DEC PR. This includes the University of Down Under (#UdoU) concept, the 2021 Intimate Health Report Card consumer research on the self-beliefs and levels of confidence female-identifying Gen Z Australians have with regards to their intimate health that informed the interactive video course, talent relations with Abbie Chatfield, Shani Chantel and Maggie Zhou, and stakeholder outreach to relevant healthcare, allied health and education professionals.
• A ‘choose-your-own-adventure’ style interactive video course, hosted by Abbie Chatfield and created in collaboration with leading video production company, Visual Domain, and Vudoo, a global SaaS pioneer of interactive video.