Abortion is considered a method of contraception in Romania with 400 performed daily. 49% of women have never had sexual education and 56% don’t use contraception. Strict rules govern contraceptive communication, limiting any mention of brand names to launch. Our challenge therefore was to create demand for Nuvaring – an intravaginal contraceptive device already available – without a traditional brand campaign. Thankfully, Nuvaring IS the category. So any debate around vaginal rings would also raise Nuvaring’s awareness.

First, we developed an education platform to generate debate around contraceptive methods. We then built a highly engaged and vocal community, the ‘Smart Girls Circle’, echoing the product’s shape. The community launched via a press event in a hotel bed with a well-known soap star, Adela Popescu. Adela’s shocking confession, “I do it once a month,” underlined the product’s USP – it is self-administered once a month. An exclusive dress by a popular designer - part of a specially-created “Smart Girls Do It Once A Month” clothing line - reinforced the message and took the conversation into lifestyle media. The media relations campaign was supported by social media activation, partnerships, focus groups and a “Smart Girls Circle” educational road show.

We secured unprecedented media hits, reaching 2.5 million people (1/8 of the population). All coverage mentioned our ‘once a month’ differentiator and positioned Nuvaring as a new and effective contraception method. Nearly three quarters of consumers heard about the product from the PR campaign alone and, in the following five months, sales increased by 50%.

The two-step strategic platform came to life as follows;

1. www.cerculfetelordestepte.ro/ online platform

The anchor of the campaign, this educational platform offered Romanian women the resources to make informed decisions about their contraception e.g. a 12-step test indicating the most suitable contraceptive method for them

2. In Bed with Adela

Soap star, Adela Popescu addressed target media... a bed, in a hotel room. Under the sheets, wearing a dress specially made by a well known designer she spoke about the importance of contraception. She made a headline-dominating confession that she ‘does it once a month’ (administers the contraceptive naturally)!

3. Adela goes on and on

Adela’s involvement didn't stop here, she continued to support us with a series of advertorials, offering details about her own contraceptive methods and intimate choices.

We secured unprecedented media hits (over 60 pieces in less than a month with an AVE over 70,000 euro), reaching a total of 2.5 million people (1/8 of the population). All coverage mentioned our ‘once a month’ differentiator and positioned Nuvaring as a new and effective contraception method. Nearly three quarters of consumers heard about the product from the PR campaign alone and, in the following five months, sales increased by 50%.