Say It As It Is

Tackling taboos to turn thrush into a topic we can talk about.

Studies conducted by Bayer found that women in the UK felt ashamed to discuss symptoms related to vaginal health. Rather, many women use euphemisms to describe feelings "down there", resulting in them either treating their issues incorrectly or not at all.

To convince women to treat their thrush properly, we had to normalise it as something we can talk about. That's why we don't use euphemisms. We call things by their name. Say it as it is, to treat it as it is.

To do so, we collaborated with illustrator Yukai Du to craft animations representing the change from living in fear of the euphemisms' effects to snapping back into reality when we call thrush by its name.

Creating not only visibility around the issue, but also educating women about their symptoms, and how to seek effective relief from their cause.