Last month, regulatory rules changed allowing women and people with vaginas to buy the contraceptive pill at pharmacies without a prescription for the first time, marking a significant milestone in women’s healthcare. Pharmacists across the UK have been supported by a comprehensive training programme available both online and offline.
The integrated campaign is part of a £5m marketing push and was created by Havas for the brand, which is owned by HRA Pharma.
The 30-second film, Entitled “Women like us”, the 30-second film spans TV, online and social media and helps to raise awareness of the change in regulatory status. The ad focuses on the convenience for women of being able to walk into a pharmacy or go online, have a consultation and buy a supply of Hana, which is available in one-month and three-month packs.
The campaign also focuses on the diverse choices the pill brings to a modern lifestyle – from the young woman who wants Hana because she doesn’t want to get pregnant to the mother she crosses paths who also wants the pill because she’s “not thinking about another”.
The Hana launch work follows Havas’ campaign in 2018 for ellaOne, HRA Pharma’s emergency contraceptive brand, which tackled stigma over taking the morning-after pill.