INVESTIGATE
Changes to Canadian medical regulations governing Emergency Contraception (EC) would allow women to obtain it from their pharmacist without a doctor’s prescription.

INSIGHT
The young, sexually active woman in her early 20s has grown up in an era where for every problem there is a solution. While her attitude towards unwanted pregnancy is serious, her thoughts and feelings about sex are the exact opposite. This led us to the campaign idea: “Oops” happens and, when it does, there’s Plan B.

IDEA
Posters with the headline “The..........Pill.” invited women to share their sexual “oops” by filling in the blank interactively via mobile phones or online at "shareyouroops.ca". Favouring bars, fitting rooms, and campuses, the approach brought a solution close to the target, in a tone that was close to their playful attitudes about sex, and with media close to their lives.

IMPACT
The “oops” campaign generated a 59% increase in unaided awareness and 28% of visitors to the website clicked through to planb.ca to receive more information on the product, ultimately resulting in a 19% increase in sales.