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Challenge

Gain mass awareness among women in the UK prior to the Over The Counter launch of EllaOne, the most effective morning after pill.

Solution

Synergis developed a comprehensive media relations campaign including a media centre web site to drive awareness amongst the key 20-45 female audience. In addition, an App was developed which directed women to their nearest pharmacy as well as providing reassuring information about the use of emergency contraception. Boots were offered exclusive distribution initially and we worked with them on a sell in campaign and staff training.

Results

  • EllaOne OTC now available nationally in Boots.
  • Initial sales performance above target.