In the world there's still a great taboo about vaginal infections. They scare us, they embarrass us and most worryingly, we don't talk about them. We pretend like they don't exist, until we experience one. At Canesten V we believe that the more we talk about it, the more confident we will be to consult a professional, instead of asking Google. For this reason, on Intimate Hygiene Day we launched the “A Calzón Quitado” campaign. 

But what does “A Calzón Quitado” means? This expression on one side means to speak without filters or complexes, but literally it means to take off your underwear. In fact it translates to “Without Undies” We launched a video on social media inviting women to join the movement by literally taking off their underwear to talk about vaginal infections and intimate hygiene.  

Radio and tv hosts, influencers and even a world boxing champion joined the movement and took off their undies with the Canesten V, to invite women to share their concerns and doubts around intimate hygiene.

Social networks were flooded with comments, questions and content from women supporting the campaign and speaking freely about this topic.

We also created ads that answered the most searched questions on Google and that redirected to our content. 

Then, we created a 30 minute podcast in which a specialist answered the main doubts and questions that were shared during the campaign. 

Even though the campaign was aired for only 15 days, it reached a Multiplatform total of 7.5 million, which is more than the population of some countries of our region.

Our content on Spotify, had nearly 10.000 reproductions, which translates into 10.000 women who evacuated their doubts and concerns.

The campaign appeared in many media focused on women's health and wellness in general.

Radio station 101.9 created a podcast with the name of our campaign, in which intimate hygiene is currently being discussed weekly.

Consultations at clinics allied to Canesten V grew by 27% the following month. And they remained above 20% in subsequent months.

And the most important thing was that we managed to get many women to speak about intimate hygiene with freedom, confidence and above all, A Calzón Quitado. 

Agency: House Dentsu

Brand: Bayer

Product: Canesten V

Chief Creative Officer: Pablo Castillo

Creative Director: Karen Rojas

Copywriter: Karen Rojas

Art Director: Seilyn Campos

Designer: Stacy Mora

Production Company: Kaiju Creators

Additional Credits: David Rojas, Jose Retana, Ariana Rodríguez