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.

The Paragard IUD works using 1 simple active ingredient—copper—instead of hormones. Because copper is such a distinctive characteristic of our brand, we decided to utilize its metallic sheen as a visual effect for our campaign. We created an eye-catching copper sheen that has been incorporated into all of our text callouts to make them stand out. Additionally, animated leaves were added to our text callouts as well, which pulls through our “natural” brand personality. Both the copper sheen and the leaves are reminiscent of the Paragard logo. All of these visual effects work together to create a unique look and feel for our musical. With choreography involving multiple people, locations, and backdrops, we utilized color and saturation to help make our main characters pop.

Our campaign is a musical, meaning it’s centered around sound. When creating the lyrics for our campaign, we were faced with some challenges. We had to figure out how to get our messages legally approved while staying within time constraints. We simultaneously had to find a way to convey our reasons to believe in a colloquial manner to reach consumers, but also keep it factual to sell our product benefits. Not to mention, everything had to rhyme in order to create the whimsical feel we wanted to convey. In regards to the music track, we had to ensure the composition and vocalist had a playful, catchy tone.

In order to increase brand recognition, we created an audio logo that represents the core essence of the Paragard brand. We combined a simple, natural, honest, and magnetic tone while keeping it upbeat and engaging.