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Budget cuts, fragmented services, and reduced GP access had hindered contraception access in the UK, all further worsened by the pandemic. Launching Hana, the first over the counter (OTC) contraceptive pill, required careful media positioning to ensure reclassification success and public trust.
To shape public opinion and avoid potential backlash, we focused on building trust with the media, anticipating risk, and positioning Hana as a safe, empowering choice for women.
Our strategy prioritised anticipation and mitigation of perceived risks in launching an OTC contraceptive pill. We comprehensively mapped media, social conversations and relevant stakeholders to anticipate reactions. Our multi-phase campaign included pre-briefings, a media launch, and post-launch amplification. Activities spanned earned media, creative journalist gifting, and paid media partnerships to sustain momentum around this milestone moment in women’s health.
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