HRA Pharma: Only if I want

EllaOne, a pharmaceutical brand, increased market share by addressing sexual empowerment and education through a digital and social media educational campaign in Germany.

Campaign details

Advertiser: HRA PharmaAgency: Cohn & Wolfe Public Relations GmbH & Co. KG

In late 2015 and early 2016, Only If I Want became a real and online movement among young feminists in Germany. Be yourself! You decide! Be confident! Sex is great – but Only if I want! Tons of young influencers made the campaign part of the wider societal dialogue. And drove sales of ellaOne to an all-time high.

A pharmaceutical company that drives a public discussion and even invests into a sexual empowerment campaign is unseen not only in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands