Afaxys

Goal: Increase college student awareness of EContra One-Step

Strategy:
As typical with Pharma clients, the client requested the first round of creatives match their brand guidelines and legally-approved copy.

I then convinced them to test a second round of creatives with design and copy aligning with their target audience rather than their branding.

I began ideation with market research, leaning into Julie as a competitor in the industry targeting college students. I then thought about the needs of our audience and the product's unique selling proposition - anonymity. From there, I compiled 4 broad concepts and 25 copy ideas and then narrowed them down to 6 copy ideas before ultimately landing on a winner.

In terms of design, I recommended motion in the display ads for better engagement and images that felt more authentic rather than stock imagery.

Broad Copy Concept:
WINNER: Affordability, Anonymity, Accessibility, Autonomy
As normalized as band aids
Turning around the walk of shame

Copy Ideas:
WINNER: No long lines. No awkward chit chat. No wandering eyes. A morning-after for pill when you need it
As accessible as a pack of gum. As anonymous as your finsta account
It’s like your morning coffee run but for your morning after pill. Easy, affordable, and accessible
"Shame” is no longer in our vocab. Get your morning-after pill when you need it
Walk of shame? We don’t know her. Your morning-after has never been more accessible
Feeling uncomfy and awkward when getting the morning after pill? Can’t relate, neither should you!
Getting the morning after pill doesn’t need to be uncomfy