2010 SILVER

HEALTHCARE, OTC

PLAN B: BECAUSE THE UNEXPECTED HAPPENS

PLAN B, TEVA WOMEN'S HEALTH

Amy Niemann, General Manager and Senior Vice President
Andrea Porzio, Director of Consumer Marketing

DRAFTFCB

Patricia Prugno, SVP, Group Management Director
Ellen Yuen, SVP, Management Director
Cynthia Rothbard, SVP, Creative Director
Amelia Rosner, SVP, Creative Director
Enslow Kable, VP, Director, User Experience Insights
Alex Bragg, Senior Account Planner
Denis Philipps, VP, Group Media Director

When Plan B launched over the counter, it was surrounded by misperceptions and confusion. With a calm, non-judgmental voice, the communications worked to normalize emergency contraception and neutralize the panic associated with unintended pregnancy. It clearly let women know what Plan B was (emergency contraception), what it wasn't (the 'abortion' pill) and where to get it. The result - we exceeded our communication goals: doubled unaided awareness, clarified the confusion about what it was and how it worked, communicated availability at retail, and exceeded sales goals by 93%.