All assets are reviewed by CooperSurgical’s regulatory team to ensure each piece is accurate, appropriately balanced with safety information, and aligns with FDA and FCC guidelines. Following approval, each piece is filed with the FDA. For broadcast television specifically, references and data are provided to networks as requested.

Paragard targets women ages 25-44 who have had negative experiences with hormonal birth control or feel concerned about long-term side effects. Additionally, Paragard aims to reach those who wish to extend their healthy, additive-free lifestyle to their birth control. Media has been placed in contextually relevant environments for both targets.

With so many birth control options available, it could be hard to find one that works with your lifestyle. That’s the case for a lot of women, but not our main character. She is an over-the-top, relatable woman who is so excited about choosing Paragard that she has to let everyone know. Paragard: The Musical opens with our main character bursting through the supermarket singing about how she found a birth control with no hormones. Her world is transformed into a colorful, spectacular musical as she approaches anyone who is willing to listen. As she sings and dances around the store, more and more women are joining her party—whether it’s the mom who’s done having kids, or the yogi in the fruit aisle who’s always wanted a natural birth control option. Our commercial keeps this upbeat energy from start to finish while spreading the word about hormone-free birth control.

Health and wellness is a major trend that is growing more and more popular every day. People are preferring healthy options such as gluten free, non-GMO, and organic food options. This trend is very relevant for our target, which is why Paragard: The Musical starts off in the produce aisle of a supermarket. Additionally, our two target segments are made up of “everyday women,” therefore the supermarket is the perfect place for them to be mingling together.