• by Tanya Gazdik , July 13, 2017

Teva Women’s Health is launching a campaign that takes on some of the myths that result in unintended pregnancies.

The company conducted market research of 393 U.S. women, ages 18-34 years, and found nearly 67% of respondents who experienced birth control failure or unprotected sex in the past 12 months didn’t use emergency contraception (EC). Of those respondents, 47% reported they didn’t use EC because they thought they weren’t at a high risk of getting pregnant, and 24% claimed they didn’t use EC because they didn’t want to think they could get pregnant. 

The ad campaign, from FCB Health, empowers women to take action to help prevent unintended pregnancy after unprotected sex or birth control failure. In a lighthearted 15- and 30- second TV spot as well as digital, social, print and patient resources, the campaign encourages women to acknowledge their risk of unintended pregnancy after unprotected sex or birth control failure and to take action. The tagline is "No B.S. Just Plan-B."

Plan-B One-Step’s previous campaign, “Perfectly Imperfect,” launched in 2013 and aimed to educate women that Plan-B One-Step is available as a back-up option for those moments when a woman’s birth control plan doesn’t go according to plan. 

“Our new ‘Myth Breaker’ campaign is truly distinctive in its look, feel and messaging,” says Jen O’Neill, associate director, marketing at Teva Women’s Health. “The campaign is unique and hyperbolic, especially in terms of the art direction.”

The campaign is targeted to women ages 18-34, she adds.