HRA Pharma has launched a digital advertising campaign in the UK for its non-prescription emergency contraceptive brand ellaOne.
Designed in the style of an illustrated fairytale book the advert tells the story of Princess Sophia and her long term boyfriend Prince Henry who experience a ‘contraceptive mishap’.
It aims to show accidents can happen to anyone and increase awareness of the options – including ellaOne – available to women in need of emergency contraception.
The UK campaign will be run until June on digital media sites, including Channel 4 On Demand, the Mail Online and Yahoo.
The firm hopes to boost its effectiveness by using targeted distribution so the advert will be seen by those who fall into the key target audience of women aged 16-34.
“By having a presence in the digital space, HRA Pharma is targeting today’s tech-savvy generation who expect instant information and answers in respect to life’s unexpected problems,” the company said in a statement.
Marketing manager Alison Slingsby added: “This digital campaign provides more than just a platform to market a contraceptive solution; it’s about changing the perception of ‘the morning after pill’ to something much more positive – something that responsible women look to when the need arises.
“At HRA Pharma, we are dedicated to empowering women so that they are aware of the contraceptive options available to them and are able to make informed choices.”