Our goal was to break the taboo and get people talking openly about Vaginal Yeast Infection. So we teamed up with a record label to make a pop song about it. With the support of a professional singer and music industry pros, we created the song ‘No Itchy’, based on a classic love song ‘Nobody’ (words that sound very similar in Cantonese). We then launched the song exactly as if we were promoting a new record, teaming up with HMV, local radio stations and releasing it on iTunes, Spotify and other streaming apps. We also produced a karaoke version for Hong Kong’s largest Karaoke Box.