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Havas is behind a £5m marketing push for HRA Pharma-owned oral contraceptive brand Hana – the first to launch following a change in regulatory rules allowing women to buy the pill at … read morepharmacies without a prescription for the first time, marking a significant milestone in women’s healthcare. The ‘Women like us’ campaign, created by Havas, taps into the insight that many women want to be able to make their own decisions about their bodies and reproductive health. The journey to finding the right contraception is often out of their hands, but Hana empowers women to now make these decisions on their own terms. The integrated campaign, which spans TV, online and social media, also helps to raise awareness of the change in regulatory status. The 30-second film focuses on the convenience for women of being to be able to walk into a pharmacy or go online, have a consultation and buy a supply of Hana, which is available in one-month and three-month packs, especially when juggling the demands of busy lives. The campaign reminds us that the best thing about oral contraceptives is they give women choices. So, we see one young woman, who wants Hana because she’s not thinking about a baby, cross paths with another woman who has a young child but uses Hana while she’s “not thinking about another”. Other elements of the campaign acknowledge that for many women in the UK, the inconvenience issue is a bigger barrier to staying on top of birth control than the cost. The communications are also aimed at women who currently rely instead on other methods, such as cycle-tracking apps.
read less...Client: HRA Pharma
David Reilly – Global OTC Marketing Director
Zsofia Nagy – Global Women’s Health Category Lead
Sara Potash – Global Lead for Digital Marketing
Kate Evans – UK Hub Marketing Director
Shivaani Phillips – US Women’s Health Marketing Director
Agency
Account team: Emma Prendergast, Nick Hillier
Planner: May Leen Wong
Media agency: UM Media
Production
Editor: Stephen Waltham @ The Whitehouse
Post-production: Black Kite Studios
Soundtrack composer: Lucas Zapiola
VO: Tia Bannon, Clare Craze, Hamzaa (Malika Pesa Cholwe), Rachel Waring, Shala Nyx
Audio post-production: 750mph
Stills: Marco Mori
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