Empowerment by design

Launching a new birth control medication in Australia, the opportunity was to draw on a powerful piece of its heritage. The first pill designed by and for women and translate that legacy into a contemporary expression of empowerment.

The creative approach brought this idea to life through the work of four Australian female artists and photographer Anna Pogossova, giving the campaign a distinctly human voice. The resulting visual system was carried across an integrated campaign spanning advertising, print, eDetailers, events and merchandise.