76% of young women aged 18-24 believe there is a stigma associated with taking the morning after pill
ellaOne aims to shed stigma with a first-ever digital campaign #MyMorningAfter
Research undertaken by morning after pill brand ellaOne to investigate ‘morning after’ behaviour and young peoples’ conversations on emergency contraception has found that 91% of young women, aged 18-24, feel empowered to make decisions that affect their body by themselves. Despite this, over three quarters (76%) of those surveyed believe that there is still a stigma associated with taking the morning after pill.
In response to the findings and the evolving conversation around contraception in Ireland, ellaOne has launched the #MyMorningAfter campaign. A first of its kind, the campaign aims to get women talking about emergency contraception and to shake the stigma so that, if needed, they have the confidence to visit and speak to their pharmacist about the morning after pill.
The #MyMorningAfter ad aims to inspire women to take control of their morning after without fear of judgement. The ad portrays five women from different backgrounds redefining the feelings attached to taking emergency contraception. A positive and confident voiceover celebrates women taking control of their own bodies and breaking through the emotional barriers associated with decisions to use the morning after pill.
As well as launching this new ad, ellaOne has partnered with Her.ie to host a series of live events in colleges across Ireland and amplify the campaign on the platform and social media. Vox pops with young women talking about their views and experience of emergency contraception will be shared at the events and on social media.
Removing stigma and empowering young women are the key objectives of the #MyMorningAfter campaign according to ellaOne Senior Brand Manager, Emma Marsh: “This is quite simply the most important campaign in ellaOne’s history. We are talking to young women, openly and honestly, about the relationship they have with emergency contraception and their bodies. It’s 2019 and women should not feel judged or feel they have to justify their reasons for purchasing emergency contraception.
“The morning after pill is still a dreaded purchase for most women. We are on a mission to change this narrative. We want to educate women, so that they feel equipped and empowered to make the right choice for them, if they find themselves in a situation where their contraception has failed or they haven’t used any for whatever reason,” she said.
Client: HRA Pharma
Marketing director: UK, Ireland & Nordics Kate Evans
Creative agency: Havas London
Executive creative director: Ben Mooge
Creative director: Aaron Howard
Creative team: Loraine Remy
Global category director: Patrick Brindle
Account director: Emma Prendergast
Account manager: Bella Brown
Account executive: Hannah Thomas
Agency producers (film): Katie Wood, Debbie Ragasa
Agency producer (digital): Katie Houghton
Strategy director: May-Leen Wong
Junior planner: Themis Loizou
Media agency: UM
Production company: Pulse
Producer: Ellie Fry
Director: Stella Scott
DoP: Crystel Fournier
Editor: Eve Ashwell
Post-production: Electric Theatre Collective & Wunderman
Narrator: Gina Costigan
Audio post-production: Tom Heddy, Wave Studios