Opill

Introducing America’s first over-the-counter daily birth control pill

Opill is genuinely a huge deal. At the time of launch, it was the USA’s only over-the-counter daily birth control pill, and a wildly accessible one at that — you could walk into pretty much any major store, grab it off the shelf, and skip all the hassle that made every other form of birth control a major pain (like insurance, doctor’s appointments, awkward conversations, etc.). All for $20. In all 50 states.

The only problem? Nobody knew about it.

Armed with our bible of claims and strict instructions not to be too funny or sexy or crass or political or slapstick or cosmopolitan, we honed in on Opill’s one attribute no one could disagree with: ease of access.

This was my first foray into pharmaland, and I was on it from pitch to post. :)

We also took full command of their social channels and ended up launching our first brand stunt, OTHERS DAY. On May 11th, the day after Mother’s Day (and my birthday!), we chose to celebrate all the women out there choosing not to have kids, for any reason at all.

We sent them flowers and started a little movement online.

CREDITS:

Art Direction: Amelia Lytle
Copywriter:   Sydney Lemens
Creative Direction: Haley Buchner + Kelsey Fritz
Strategy: Jazmin Sagastiverza, Stephanie Brown, Chiamaka Uwagerikpe
Account: Naomi Wood, Kimberly Rosario, AJ Merjan, Kristen Lohwasser
Production: Lisa Delonay + Annie Vlosich
Agency: Anomaly NYC