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Off the back of a bold TVC creative, Zing was given the challenge of normalising the taboo topic of vaginal discharge within mainstream media in Australia and New Zealand. Zing engaged Editor Debbie Selikman from beautyheaven.com.au as a credible spokesperson speaking on behalf of real women. Zing took her through media training and offered her far and wide for media interviews. A crisis communications plan was also put in place by Zing, which ran across all agencies involved as well as internally at Johnson & Johnson and its stakeholders. Zing generated masses of mainstream news and lifestyle media coverage: from NineMSN to The Project, with the story even reaching The Daily Mail in the UK. Carefree received over $3million in earned media and as a result experienced a huge spike in sales in its liners category.
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