Yasmin's Sex-Ed Revolution

Yasmin, a contraceptive pill brand, increased sales in China by educating young people about safer sex in a country where the subject is taboo.

Campaign details

Brand: Yasmin Lead agency: PHD China Region: APAC

Objectives

China has the highest abortion rate in the world: compared to the 16 million live births per year, there are 13 million abortions. Data indicate that over 50% of Chinese women have

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