Sectors
Capabilities
Specialisms
For the first time since the contraceptive pill was introduced in 1961, UK women could access it without a prescription. But reclassifying a hormonal contraceptive as over the counter (OTC) risked controversy. To succeed, Hana needed smart planning, trusted voices and a campaign that could balance boldness with sensitivity, while beating its direct competitor to become the leading brand in a new category.
Backed by deep media and stakeholder insight, we built a four-phase strategy: map the landscape, mitigate risk, shape the narrative and build long-term credibility. With no prior notification of when the MHRA reclassification announcement would come, we set the beat, conducting embargoed pre-launch media briefings with 17 media medics and national health journalists so that when the news broke, Hana was embedded in the story. Ongoing earned media engagement and select paid partnerships helped drive positive awareness and cut-through, reinforcing Hana’s mission: to empower women through greater access to contraception.
See all