Plan B – Because the Unexpected Happens

Category: Healthcare-OTC
Brand/Client: Plan B/Teva Women's Health
Primary Agency: DRAFTFCB

STRATEGIC CHALLENGE

Plan B: The Most Misunderstood Women's Contraceptive:

Plan B, the first emergency contraceptive available over the counter without a prescription, should have exploded onto the scene when it was first launched in 2006. Instead, the brand and the initial communications surrounding it were lost in a misleading and controversial mire.

Past Controversies, Present Troubles:

Plan B launched amid political, religious, and ethical controversy fueled by misperceptions and confusion. Plan B was mistakenly confused with the abortion pill, was chastised for promoting promiscuity and irresponsible sex, and was incorrectly viewed as a substitute for routine birth control.1