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PLAN B CAMPAIGN |
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Integrated Campaign The ____ Pill campaign exposed young women to risky sexual behaviour in a number of ways. A straight-forward candy-wrapped message on Out of Home Boards, in magazines and Web Banners caught their attention and showed Plan B as real lifesaver for when they screwed-up. In some cases they were asked to “share their oops” and interact with the boards and banners themselves. The lines they submitted were sent directly to shareyouroops.ca; a Microsite where they were free to enter and redesign more lines as well as vote on them online, thus talking openly and teaching each other about risky sex situations, rather than be taught by Plan B, a brand they didn’t know. Women created a sense of community and took ownership of the campaign. |
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MICROSITE |
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| Non-Traditional Formats: Interactive Boards Young women were asked to “share their oops” by texting their risky sex situations right into The____Pill creative format. A straight-forward candy-wrapped message caught their attention and lightened the tone to communicate that Plan B is a real morning after lifesaver pill for when you “screw up.”
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| Non-Traditional Formats: Spare Panties The ____ Pill campaign exposed young women to risky sexual behavior in a number of ways. Replacing the typical flyer distributed on event sites (bars, clubs, music festivals), we caught our target’s attention by wrapping disposable underwear with a straightforward candy-colored message, and communicated that Plan B is a real morning after lifesaver pill for when you “screw up.” These original ad pieces invited women to share their “oops” by submitting one of their own to shareyouroops.ca, a microsite where they could enter and design more lines as well as vote on others.
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CREDITS - PLAN B |
Announcer: Paladin Labs Inc. Clients: Farrukh Rehan - Marketing Manager, Women's Health |
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