2026
BodilyBias
Client
Client
D&AD New Blood X Canesten
D&AD New Blood X Canesten
Type
Type
Campaign
Campaign
,
,
Brief
Brief
Identify a specific taboo within female intimate health and develop an innovative service, campaign, new product or packaging experience that boldly helps Canesten break down that taboo.
Identify a specific taboo within female intimate health and develop an innovative service, campaign, new product or packaging experience that boldly helps Canesten break down that taboo.
Problem
Problem
Around 30% of elite female athletes have PCOS, a condition that causes higher testosterone levels. Under anti-doping rules, that triggers suspicion, and the medication to treat it is banned.
Around 30% of elite female athletes have PCOS, a condition that causes higher testosterone levels. Under anti-doping rules, that triggers suspicion, and the medication to treat it is banned.
Fact
Fact
Athletes being treated for PCOS must apply for a Therapeutic Use Exemption (TUE) to compete.
Athletes being treated for PCOS must apply for a Therapeutic Use Exemption (TUE) to compete.
Idea
Idea
Canesten files a collective TUE application, not for a drug, but for female biology itself. Athletes and women worldwide are invited to sign, turning individual experiences into one collective voice. Because no woman should have to apologize for her biology.
Canesten files a collective TUE application, not for a drug, but for female biology itself. Athletes and women worldwide are invited to sign, turning individual experiences into one collective voice. Because no woman should have to apologize for her biology.
Credits
Cindy Mac
Creative
Jacob Pedersen
Art Director
Markus Freksen
Art Director
Nikolaj Kromann
Art Director
Credits
Cindy Mac
Creative
Jacob Pedersen
Art Director
Markus Freksen
Art Director
Nikolaj Kromann
Art Director
Nikolaj Kromann
Art Director
Nikolaj Kromann
Art Director