Best Non-profit Integrated Ad Campaign

This integrated PSA campaign encourages women to find a birth control method that fits their body and life. Featuring a montage of relatable and humorous “sex mishaps,” the ads conclude with the line “You didn’t give up on sex. Don’t give up on birth control either.” The objective of the campaign is to drive traffic to Bedsider.org and its associated parts. Print ads in clinics and college campuses, coasters in bars, songs on the radio, TV spots, and web ads on places like Reddit all address the main objective and ultimate goal for behavior change. The problem is that 7 in 10 pregnancies among single women in their 20s are unplanned. Bedsider has set out to reduce that number by making birth control easier. Maybe even fun. Bedsider is an online birth control network that doesn’t look, sound, or act like any medical information you’ve ever seen. From how to use it and what it costs, to where to get it and what it’s really like to be on it, Bedsider serves up authoritative contraception information in a sexy, friendly, funny way that women have told us they find informative and entertaining. Bedsider’s tools and information are available over the internet, via text, through its mobile site, or over the phone. And access to Bedsider is completely free. The goal is to help women love their bodies, have fun, and find a birth control method that’s right for them—and stick with it—until they’re ready to have a child.

Contributors:

CEO, The National Campaign:	Sarah Brown
Sr. Director of Digital Media, The National Campaign:	Lawrence Swiader
Campaign Director, The Ad Council:	Trace Della Torre
Creative Director, Euro RSCG New York:	Lisa Rettig-Falcone
Group Account Director, Euro RSCG New York:	Tamara Goodman
Director, Epoch Films:	Greg Bell
Photographer :	Chris McPherson
Global Chief Creative Officer, Euro RSCG New York:	Lee Garfinkel
VP, Director of Research, The Ad Council:	Patty Goldman
COO, The National Campaign:	Susan Lefkowitz

NATIONAL CAMPAIGN TO PREVENT TEEN AND UNPLANNED PREGNANCY

Location: US