The PR project carried out for Bayer has helped to make women more aware and informed about the health of their private parts. The brand’s key values have been presented through edutainment to promote Gyno-Canestest, the first product designed for women’s self-diagnosis, and Gyno-Canesbalance, a new effective treatment of bacterial vaginosis.
Through a full range of PR activities aimed at different targets, the agency has strengthened the role of Gyno-Canesten as a champion for the health of women’s private parts. Activities included an unusual press kit intended to stimulate ideas of the leading publishing groups, a special yoga class for selected influencers, and involving an Internet community.
The communication plan has been perfectly integrated with the campaign for TV, in the press and on the Internet and at the same time has put to good use relations with on-line and off-line media and bloggers. In terms of engagement, it is a success and was conducted through simple and distinctive PR in line with the concept of “light in the darkness”.