New Jersey passed landmark legislation letting women get hormonal birth control directly from a pharmacist without a prescription. But awareness was low, even as nearly one in three NJ births were unintentional, disproportionately affecting Black and Hispanic mothers.
A landmark law. Low awareness.
New Jersey passed landmark legislation letting women get hormonal birth control directly from a pharmacist without a prescription. But awareness was low. Princeton Partners was tasked with reaching women aged 18–50, with emphasis on women of color and lower-income households, in nine languages.
Awareness becomes action, framed as empowerment.
Women don't want to be told what to do with their bodies. They need to know what's now available to them. When you frame access as empowerment, awareness becomes action.
Bold, confident creative. Women at the center.
We reframed reproductive health as personal choice, not clinical mandate. A multilingual, multichannel campaign spanned eight channel types with community events led by medical professionals.
Space for the creative.
4x the YouTube benchmark.
67% YouTube view rate — four times the 15% industry benchmark.
Official campaign results.
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