It's rare to get a glimpse behind the curtain of pharmaceutical marketing. CBC [has] learned about a stealth marketing campaign involving a drug company, a well-known Canadian comedian, a doctor and a public relations firm. Cathy Jones of This Hour Has 22 Minutes is on a mission to get women to start talking about female sexual health after menopause - and particularly, their vaginas," wrote PR company GCI Group in a press release, offering to arrange an interview. But nowhere did it say this "mission" was initiated and sponsored by Novo Nordisk Canada Inc., which makes a vaginal hormone pill. Nor did GCI's release specify that Jones was paid to give media interviews about vaginal atrophy. When CBC asked if there was a drug company involved, the PR firm said yes, Novo Nordisk, but that was to be kept secret. "No parties including GCI want any mention of the drug or drug company," CBC was told. "It's an unbranded campaign." In other words, it's marketing that looks like any other lifestyle article in news. This is what it looks like on the Globe and Mail's website. There was originally no mention of Novo Nordisk sponsoring the campaign. Is it OK for a drug company, behind a curtain, to generate news about a condition and then encourage women to see their doctor? "No, it is not OK," says Dr. Jerilynn Prior [with] the University of British Columbia. "It is misrepresenting the marketing purpose behind it." This is a rare public example of something that happens all the time.