Sanofi Aventis gets intimate

French pharmaceutical giant Sanofi Aventis has launched two social driven campaigns for brands Lactacyd and Essentiale with the help of Publicis Malaysia. Both campaigns launch in phases and run throughout the year and are currently slated for only the Malaysia market.The Lactacyd campaign encourages women with the tagline:‘It's time to love your V'. The interactive campaign runs on digital, print and point of sales and empowers women to take away the taboo around the intimate area and creates a dialog with them about feminine care.The V-episodes also encourage women to take care of their feminine areas. Apart from free samples and other privileges, consumers can also consult specialists to seek advice regarding intimate hygiene. On Facebook, activities such as the Love Pledge launched in conjunction with International Women's Day to maximise engagement and education.Essentiale's campaign, ‘Change for Life', brings to life the issue of unhealthy lifestyles and the impact male liver health. Comedian Harith Iskander takes on the ‘Change for Life' challenge and through periodic online episodes, consumers can follow his journey to a better life and invites consumers to make the change.Targeting their partners, the campaign also allows women to ‘intervene' and encourage their loved ones to participate in the challenges. The campaign runs across digital, print, radio and point of sales mediums.James Wong, business unit director, Consumer Healthcare (Malaysia, Singapore & Brunei) said Sanofi Adventis aims to "help both women and men create positive changes in their lives" through the campaign.