Love women soaps? Never mind, women do. And that’s the audience for Opill. This campaign isn’t Sex & the City but catch attention and Opill will hold it. Opill is America’s first  and only over-the-counter daily birth control pill. The campaign uses the romcom drawcard simply to house that news.  

As Easy As Opill rejects typical healthcare advertising to deliver its message to a wider women audience, highlighting how Opill removes the historical barriers between women and contraceptive access. No prescription, no appointment, and no insurance required. The creative is grounded and comedic. Each execution illustrates a specific barrier women face in accessing birth control, then resolves with Opill as the simple, safe & effective OTC option that you can get pretty much anywhere.

The campaign features three creative executions, each highlighting a different situational Opill benefit:

This platform launches against a stark reality in American healthcare. One in 10 women of childbearing age are uninsured, and 20% of those women have had to stop using birth control because they couldn’t afford it. To reinforce the campaign’s real-world relevance, digital out-of-home elements are contextually placed around college campuses and doctors’ offices.

The campaign is live across OTT, CTV, digital out-of-home, paid social, digital/DCO, audio/podcast, along with an influencer component, extending the platform into creator-led content on TikTok.

“Women encounter all kinds of barriers when it comes to birth control access,” stated Evelyn Furia, senior marketing director, global women’s health at Opill parent, Perrigo. “With As Easy as Opill, we wanted to bring those real-life moments to light in a way that feels authentic and relatable, while showing how Opill allows people to get a safe and effective daily oral contraception without a prescription.”

“This campaign is about making an everyday healthcare decision feel more accessible and empowering,” added Natasha Jakubowski, global partner and chief innovation officer at Anomaly, “What Opill is doing as a brand is a gamechanger by making the contraceptive pill OTC, and we are incredibly proud to partner with them on rewriting the rules of access. We wanted to meet this disruption with a creative approach that breaks new ground, highlights the very real obstacles women face, but then lands on revealing the refreshing reality that finally getting birth control is now easy with Opill.”

Credits:

Brand: Opill
Agency: Anomaly
Production Company: Stink Films 
Director: Camila Zapiola
Colorist: Sofie Borup @ Company 3
Editor: Danielle Minch @ Mackcut