After an intense pitch, we won the business for Lo Loestrin Fe – the #1-prescribed birth control pill on the US market.

The target audience were young women who are getting on the pill for the first time. And to get the attention of this media-savvy audience, we had to create healthcare advertising that looked and sounded nothing like healthcare advertising. All while adhering to the strictest medical, legal and regulatory restrictions.

Research showed that our audience tends to rely on advice from other women first, before engaging their doctor. So “Women who know, know Lo Lo” was born - a campaign with humour and sass that separated Lo Lo from the rest and made it easy to remember and ask for.