Lovima® — This pill has been liberated
Ourselves created the launch campaign for Lovima® — the first female contraceptive pill available without a prescription.
Following the reclassification of the contraceptive pill by the UK’s Medicines and Healthcare products Regulatory Agency (MHRA) in July — a journey spearheaded by the brilliant team at Maxwellia — women can now buy a contraceptive pill over the counter, for the first time, without a prescription, following a consultation with a pharmacist. This reclassification of the daily progestogen-only pill is one of the biggest revolutions in women’s health in the 60 years since the pill was first launched in the UK, giving more women even greater choice about where and when they access contraception.
Our campaign juxtaposes these two important ‘liberation’ moments in history, bringing things up to date by showing that oral contraception is now in the hands of women, giving them more control over their bodies and lives.
Alongside the key campaign identity and TVC, we developed a consumer digital campaign and a full range of trade press and digital.
The TVC spot first aired during Sex Actually with Alice Levine Channel 4 10pm 6th October.