BIG PICTURE
Planned Parenthood turned to Remedy to raise awareness of emergency contraception (EC), and to promote a new website they’d developed to make it easier for women to access prescriptions for it. Sounds simple enough, right? Not exactly, given the significant consumer misperception about what EC was — and wasn’t.
THE CONTEXT
Our first step was to get a handle on exactly what we were dealing with in terms of audience perception, so we hit local bars to talk with women about relationships, sex, and contraception — specifically, what they thought EC was. Not surprisingly, we confirmed that women either didn’t know what EC was, or confused it with rU-486, the ‘abortion pill.’
THE CONCEPT
Remedy developed an informative and engaging campaign that described the details of how emergency contraception worked (it must be taken within 72 hours of unprotected sex) and how to access it through ec4u.org. To get the word out, our tactical mix included framed posters in restaurant and bar restrooms stocked with wallet-sized brochures, email blasts, print ads in Chicago’s free weekly newspaper, and even a card game.
THE RESULTS
The campaign generated some impressive results. Our media relations efforts landed some high-profile placements, including a front-page story in the Chicago Tribune and coverage on CNN and MSNBC. And during the campaign flight, emergency contraception sales doubled through the ec4u.org website.
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