PLAN B ONE-STEP

Taking Plan B One-Step Emergency Contraception from RX to OTC wasn’t easy. During the RX launch I needed to clarify the confusion of what Plan B
was and what it wasn’t and create an urgency to act when the unexpected happens. With “ When the Clock Strikes” I did just that. Urgency was key and women took control.
The Clio winning viral campaign was key in letting woman take a look at their current behavior during an “oops moment” and we directed them to our YouTube page
so they could “Get a Real Plan”. In 2012 Plan B One-Step went over the counter amidst much controversy. I took the guilt out of contraception failure with the launch of “Perfectly Imperfect”.
With a multi-channel campaign we made Plan B the in-the-aisle, go-to solution for birth control failure or unprotected sex. In 2012 Plan B One-Step sales reached $182 million. 

>> RX TV Campaign

>>> PRINT

>>> YouTube Campaign “Get a Real Plan / Jumping & Spinning” Clio Winner

>>> YouTube Campaign “Get a Real Plan / Making a Deal” Clio Winner

>>> YouTube Branded Channel

>>>  OTC TV CAMPAIGN “Perfectly Imperfect”

>>> PRINT