Bayer + Ogilvy Thailand normalize conversations about women’s intimate health via art experience

In Thai society, cultural norms often dictate that women should remain within certain boundaries, particularly concerning sexual expression. This societal conditioning leads many women to feel embarrassed and hesitant to discuss intimate health matters openly. As a result, euphemistic terms like “KiKi” are commonly used to refer to the vagina, aiming to reduce discomfort during discussions. Additionally, sex education in schools often lacks comprehensive coverage, leaving many Thai women with limited knowledge about their own bodies. Yet, the vagina communicates with women daily through various signs and changes, such as odor and discharge.

Bayer and Ogilvy Thailand have collaborated with medical experts to delve into these daily communications and translate this knowledge into an engaging art experience. This innovative initiative seeks to spark interest among contemporary audiences through mixed media and interactive art, helping to reduce the stigma associated with learning about intimate health. The goal is to foster understanding and encourage open dialogue about vaginal health, ultimately leading to disease prevention and improved health outcomes for Thai women.

[Featured Art] “Voice of KiKi” by Rtit Studio, Punpitan, and PHORNPHAWIT: An Interactive Directional Audio installation where a giant “KiKi” whispers truths, debunks myths, and highlights often-overlooked aspects of women’s intimate health. Visitors hear these messages only when standing in designated spots.

[Featured Art] “Nature of Me” by nnene.iie: A Mixed Media installation designed to educate about the diverse nature and characteristics of female genitalia.

[Featured Art] “Feel Me” by Supat Laopatalakasem: A tactile wall sculpture inviting women to explore and familiarize themselves with different parts of their genitalia.

[Featured Art] “Be Aware When I Change” by Pavee: This piece conveys knowledge about how vaginal discharge can indicate various health issues, and “Flowers in the Mist” demonstrates the internal and external changes of the vagina through floral experiments.

[Featured Art] “Notice Me When I’m Not Feeling Well” by Fernapas: Encourages awareness of abnormal symptoms and signals that may indicate health problems.

And the “KiKi” scented water from Rebellion Lab & Perfume Bar, which creates artificial scents resembling the natural odor of the vagina in various conditions, helps women cope with all changes.

[Featured Art] “Treat Me Better” by POON PUN: Illustrative work providing accurate information on daily care for women’s intimate areas, including proper hygiene, wearing comfortable underwear, and managing issues when they arise.

[Featured Art] “Time to Say Thank You” by PRAKOT: A flower installation encouraging women to speak openly about their intimate health and to thank those who do, promoting overall well-being. The sound design by Siwanut Boon creates an immersive atmosphere reminiscent of being inside a womb from the moment visitors enter.

The “KiKi Voice” experience, held from July 11 to August 3, 2024, at 1559 SPACE in Bangkok, Thailand, aims to inspire change and empower Thai women to reshape their perceptions and openly discuss intimate health. Through this normalization, we hope to foster a society where accurate knowledge about women’s intimate health is freely exchanged, leading to better health outcomes. We believe that women can achieve optimal vaginal health when they feel empowered to speak openly.

Special activities will be held weekly throughout the exhibition.

Credits
Client: BAYER THAI CO. LTD.
Country Division Head: Thai Peng Mak
Country Marketing and Operation Head: Tippawan Varoonthepruksa
Marketing Manager, Canesten: Panita Prasarnpanich
Agency: Ogilvy Thailand
Chief Creative Officer: Gumpon Laksanajinda
Executive Creative Director: Supparat Thepparat
Creative Director: Trirat Sethabutr
Creative Group Head: Perawich Charoenphan
Senior Copywriter: Pitchaya Intaphrae
Senior English Copy Specialist: Kris Garford Spindler
Managing Director: Mettipapa Tongton
Business Director: Sujira Srivarakiat
Account Manager: Treepoom Visartsakul
Account Associate: Lapatrada Mincharoen
Design Director and Curator: Kwanrudee Artit
Sound Designer: Siwanut.boon
Production Company: RtitStudio
Medical Consultants: Thanvarat Tilagul (Obstetrics and Gynaecology)