Truth: women are still shamed for wanting sex.
It’s so bad, even birth control commercials don’t show women pursuing it.
My team and I decided to change that by bringing women’s fantasies to life through the fastest growing genre in literature: romance novels. Every smoldering story empowers our fantasy heroine to follow her desires with confidence because she has birth control to prevent pregnancy.
The result? A breakout success across channels, a sharp rise in engagement, an MM+M Gold Award for best Omnichannel Campaign, the highest performing health ad on TikTok ever,
and a Cannes Lion shortlist to top it off.
