Bayer – Miscontraception
Millennial women are arguably the most headstrong, intelligent ladies the world has ever seen.
Except for when it comes to birth control. Many of them are uninformed (or misinformed) when it comes to this touchy subject.
Intrauterine devices (IUDs) are one of the safest, most effective birth control methods, but
they are still not top-of-mind among millennials. Bayer, a top manufacturer of IUDs, set out to
change that with an educational campaign preceding the launch of a new product.
“Miscontraception” puts it all out there, giving millennial women the information they need in
a real and provocative way, and getting them to listen by injecting humor into a subject that
is often avoided and sometimes taboo.
TEASER LAUNCH - The campaign kicked off with provocative and attention-grabbing out-of-home ads.
PRINT ADS - Who says print ads can’t be interactive? By pulling off the black box, readers discovered eye-opening facts about contraception and were driven to our digital hub.
SOCIAL EXPERIMENT - It’s no secret that most people don’t know everything going on in ladies’ nether regions. We had some fun with this by teaming up with female comedians.
They asked both men and women to draw the female anatomy and take their best guess at where an IUD goes. Vaginas would not be entertained with the results.
But we were, so we shared them as a video on our digital hub.
INFLUENCER SEEDING - We sent underwear, a pack of markers and an informational pamphlet to a handful of influencers. It gave them all the tools they needed to
talk to their followers about birth control—and teach a thing or two about what’s going on downstairs.
VIDEO CONTENT - We made vagina on the street interviews a thing. Seriously.
Our host traveled around, interviewing Millennial women (and some men, too) about female reproduction and contraception.
DIGITAL HUB - As a hub for the campaign, miscontraception.com aggregates social buzz while housing educational content and providing women access to IUD information.
