SketchShe Thrush The Musical

Thrush: The Musical

Canesten®, Bayer's thrush treatment, has joined forces with female comedy trio SketchSHE, to launch Thrush: The Musical.

Via a campaign created by PHD, a bespoke music video, written and produced by the Aussie YouTube stars best known for their Mime Through Time viral hit, sees the girls take to the skies on a comedic jaunt through a condition that many women are too embarrassed to discuss.

The insight for the campaign was that despite up to 75% of women experiencing thrush at least once in their lives*, most are reticent to admit or discuss it, and even less keen to share information about it. The strategy therefore was to use comedy as a means to overcome this very real barrier and to create something which would hopefully make women feel less alone in the condition and more comfortable seeking treatment.

In the video, the girls dress as SketchSHE Airlines flight attendants, reassuring a woman passenger who needs to take her thrush medication that:
Many of us get thrush, so why the hush?
We want you feelin' fine on SketchShe Airlines
No reason for it to be taboo
Yeah, it's just a case of thrush in your coochie coo!

Says Stephanie Weschke, Brand Manager, Canesten®: At Canesten®, we want women to feel empowered and confident about their intimate health and wellbeing. That's why we are very excited to partner with SketchSHE to help raise awareness about thrush, a condition that is very common among women. While it can be embarrassing to talk about, the collaboration on Thrush: The Musical with SketchSHE is an exciting avenue for us to open up the conversation about thrush and help women who may suffer from it feel less alone.

SketchSHE added: 'Thanks to Canesten® we were finally able to bring our Britney-Spears-esque dream of performing on an aeroplane to life! Buckle up as we take you for a song and dance about what many of us experience in our lady garden!'

''We're really excited to launch Thrush: The Musical with SketchSHE. Talking about women's intimate health shouldn't be hard and we hope that this campaign will make women smile and feel just a little less awkward about getting treatment. Some of the euphemisms in the song are not for the faint-hearted (!), but at the end of the day it's a bit of fun about a subject that's normally never talked about,'' commented Angela Rapley, Director of Content at PHD Content, the media agency's content and partnerships division, who worked with SketchSHE to produce the campaign for PHD's client, Bayer Australia.

 

Watch the video here.

 

Interview with SketchSHE

Question: What inspired the concept of Thrush: The Musical video?

SketchSHE: We'd been thinking about doing a parody video to one of our favourite karaoke bangers 'Toxic' by Britney Spears for a while! This seemed like the perfect opportunity to give a subject that most people don't want to talk about some mile-high pop star glam and have a bit of fun with it!


Question: Are you able to tell us about filming Thrush: The Musical video?

SketchSHE: We actually filmed it over in LA on an aeroplane set. It was literally in an old plane and a replica of a Pan Am Airways cabin. We really wanted to make it look like a real music video so it was a jam packed day!! But it was so much fun getting to work with our awesome dance squad of flight attendants and pretend to be Britney for a day... while singing about thrush (laughs)!


Question: What was the best part about filming Thrush: The Musical video?

SketchSHE: Definitely working with our awesome sassy dancers and actors - they really made our vision come to life.


Question: What did you hope to achieve by making the Thrush: The Musical video?

SketchSHE: We wanted to lighten the mood around a condition that's very common but that most women feel uncomfortable or embarrassed to talk about or get treatment for. Humour is a great way of breaking through those uncomfortable conversations. We also loved the challenge of tasking something very unsexy and turning into a pop song that our fans loved.


Question: Why do you believe thrush is such a taboo subject for women?
SketchSHE: I think anything to do with lady bits is still considered quite taboo and mysterious on the public stage. Hopefully the shift continues and women continue to feel less isolated when it comes to issues of personal health and their bodies.


Question: How can we change this and spread the message that there is no reason for thrush to be taboo?

SketchSHE: I think our video is a pretty good start! Share it with your friends!

 

 

Question: What's a typical day like, for SketchSHE?

SketchSHE: There really isn't a typical day for us as new opportunities pop up. We are lucky enough to travel together and create content or if we're at home we will be writing, filming and editing, having meetings with clients, costume shopping (YAS) as well as the not-so-fun admin all small businesses have to deal with - how fun are taxes , right?


Question: What's next for you guys?

SketchSHE: We will all be heading to VidCon AUS in August which will be so much fun and we can't wait to see all our fans there again. Until then, we are working on more content and a bunch of new videos for our channel, as well as planning a trip to Israel in December. Stay tuned and subscribe!


Interview by Brooke Hunter