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Hana: Women Like Us
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Havas is behind a £5m marketing push for HRA Pharma-owned oral contraceptive brand Hana – the first to launch following a change in regulatory rules allowing women to buy the pill at pharmacies without a prescription for the first time, marking a significant milestone in women’s healthcare. The ‘Women like us’ campaign, created by Havas, taps into the insight that many women want to be able to make their own decisions about their bodies and reproductive health. The journey to finding the right contraception is often out of their hands, but Hana empowers women to now make these decisions on their own terms. The integrated campaign, which spans TV, online and social media, also helps to raise awareness of the change in regulatory status. The 30-second film focuses on the convenience for women of being to be able to walk into a pharmacy or go online, have a consultation and buy a supply of Hana, which is available in one-month and three-month packs, especially when juggling the demands of busy lives. The campaign reminds us that the best thing about oral contraceptives is they give women choices. So, we see one young woman, who wants Hana because she’s not thinking about a baby, cross paths with another woman who has a young child but uses Hana while she’s “not thinking about another”. Other elements of the campaign acknowledge that for many women in the UK, the inconvenience issue is a bigger barrier to staying on top of birth control than the cost. The communications are also aimed at women who currently rely instead on other methods, such as cycle-tracking apps.
Client: HRA Pharma |
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