Bayer promotes contraceptive pill online

The initiative, developed with OgilvyHealth, aims to raise awareness of the pill by addressing Hong Kong’s low rates of sexual intercourse compared with other parts of Asia, according to Agnes Lee, general manager of OgilvyHealth.

Lee said that the strategy was intended to help grow market share for Yaz by linking the brand to an “intimacy upgrade”, rather than simply emphasising the product’s functional benefits.

The campaign looks to enlist male support for women using the drug, who sometimes feel isolated as the only party using contraception. Lee added that research had shown that women saw oral contraception as “more than just prevention” of unwanted pregnancy, but also denoting love and trust in a relationship.

Central to the campaign is a website that features a ‘love calendar’ enabling couples to mark important dates such as anniversaries, plus a downloadable song by Cantopop star Endy Chow encouraging men to build closer relationships with their partners.

The campaign presents statistics from the Hong Kong Family Planning Association to remind potential consumers of the higher success rate of the pill compared with condoms when it comes to birth control.

The full campaign will run for the next month, while the online component will run for the next three months.