VAGINA APPRECIATION DAY
(yes, it’s a real holiday)
MEET ANNOVERA: THE FIRST NEW BIRTH CONTROL METHOD IN ALMOST TWENTY YEARS.
It sounds crazy but it’s true. Prior to Annovera, there had not been a single new method of birth control since NuvaRing in 2001. Despite most women being on birth control for most of their lives, it’s a category that sees very little innovation. 60 years after birth control was introduced, the pill still dominates with 64% of women using the oldest method available. Annovera: the first annual, controllable, procedure-free birth control ring. Invented to give women a birth control with ironically…more control. No 3-month refills, no painful IUD procedures and no daily alarms required.
EXECUTION
We had just signed a new spokesperson and Annovera’s most famous user, comedian Whitney Cummings, and were tasked with a tentpole activation. When we discovered a holiday in April called “Vagina Appreciation Day” (yes, it’s real), we knew we found our moment. We put out a bold call to action: ‘PLEASE COME. Celebrate Vagina Appreciation Day with an orgasm.’ We told women to carve out some time to put pleasure at the forefront of their Friday. And to tell us about it. For every engagement, we pledged $1 to women’s organizations. Big or small – every orgasm turned one day into a celebration of vaginas.
SOCIAL MEDIA RESPONSE
BOLD AWARENESS
Awareness is great but what we really wanted was orgasms. And we got them in the form of 1.8 million organic engagements on social media, including likes, comments, shares and stickers from women (plus a bunch of female celebrities) who celebrated throughout the week, which in turn raised $12,000 in donations for women’s sexual health and education initiatives.
