Our incredible thirteenth gold win for our social purpose intimate health education programme, ‘The Truth, Undressed’, was awarded by Creativepool in their ‘Social Good’ category, celebrating work that brings social change.
We also received a silver in the ‘Rebel’ category, recognising executions that break the mould and challenge conceptions.
Since launching the initiative in July 2022, Bayer’s UK Canesten team has earned an outstanding thirteen industry awards for this impactful work, including Brand of the Year at the OTC Marketing Awards. The multiple accolades for ‘The Truth, Undressed’ reinforce the importance and impact this ongoing initiative has on making societal change.
At Bayer we put the consumer at the heart of everything we do, and this underscores our commitment, as part of Canesten’s brand purpose, to help set people free from shame and discomfort when it comes to intimate health. We embrace inclusivity and equity every day by working to improve access to self care, focusing on removing barriers and providing support and resources to vulnerable or underrepresented groups.
Creativepool is a platform that connects agencies, creatives, production companies and clients. The awards are a celebration of the best the creative industry has to offer. Find out more about why Creativepool recognised the work by Bayer and our agency AnalogFolk at The Truth, Undressed by AnalogFolk for Canesten.
‘The Truth, Undressed’ initiative forms part of Bayer’s global sustainability goals to improve access to health education and to empower more of our society to self care when it comes to their own health. At Bayer, we are invested in offering more than just healthcare products, by adding meaningful value to the consumer that goes well beyond the brand.
#TheTruthUndressed #ConsumerHealth #TeamBayer @BayerUK
About ‘The Truth Undressed’
Driven by our social purpose, our education-at-scale programme, ‘The Truth Undressed’, provides dedicated resources to women and all people with a vagina, taking equity one step further by fighting shame and societal stigma around intimate health. We also make sure to incorporate:
- An unstereotyped, desexualised representation of the imagery
- Inclusive photography and illustrations capturing a wide range of individuals of different identities, genders and body types
- Inclusive language developed with guidance from the Unstereotype Alliance, a thought and action platform that seeks to eradicate harmful stereotypes in all media and advertising content
- A tiered system for school resources which allows individuals to opt into the type of imagery they are comfortable to view.