BBI Healthcare: Balance Activ

Maybe It’s Not Thrush??

35 million women reached | 5.6% engagement rate


Bacterial Vaginosis (BV) is twice as common as thrush, but it has very low awareness. In fact, 60% of women mistake their BV symptoms for thrush and therefore treat themselves for the wrong condition.  BBI Healthcare tasked us with raising awareness of BV among women aged 18-40 to encourage accurate diagnosis and self-treatment, while positioning its brand Balance Activ as a natural and effective treatment for the condition.


We created and launched ‘Maybe It’s Not Thrush?’,  a straight-talking no-nonsense campaign to educate women on the differences between BV and thrush.  

Working with a leading gynecologist, the campaign kicked off with media outreach, targeting health and women’s lifestyle journalists, to help normalise a condition that affects 1 in 3 women.   Media partnerships with Balance, Healthista and Huff Post and the creation of bespoke video and article content continued to build awareness and break down the barriers.  

A highly targeted and optimised paid social media strategy on Facebook and Instagram sustained and drove the campaign to exceptional levels.   


We secured 24 pieces of earned media coverage with a reach of over 500 million; 88% of coverage directed readers to the brand website and its symptom checker. The partner content with Balance, Huff Post and Healthista achieved over 83,000 unique views, with banner ad click throughs to the brand’s symptom checker outperforming benchmark by over 200%..

The paid social campaign reached 35 million women and delivered a phenomenal 5.6% engagement rate, a huge figure for a topic that could be viewed as too personal and embarrassing to consume on social.

Most importantly, product sales saw double digit growth vs a year ago and regained number 1 market share position.  


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