Published on: 30 November -0001
IRG100, 2021 participant Patricia Corsi’s efforts to amplify Bayer’s Consumer Health brand portfolio’s values have included several programs designed to bust taboos and bring important health conversations to the forefront. One remarkable example is the ‘Vagina Academy.’ A digital education program was introduced in Brazil to host open conversations about intimate female health. The brand initiative invited experts on vaginas, psychology, and body positivity to deliver engaging, stigma-shattering lessons about intimate health on TikTok. From a consumer perspective, this is tackling a sensitive topic in the face of government censorship and prioritizing women’s safety over playing it safe. From a marketing perspective, this is an excellent case in point of balancing performance marketing with purposeful brand building.
Inspired by Patrica Corsi - CDMO at Bayer Consumer Health
IRG100 Participant 2021
