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A. CAMPAIGN TITLE
Friends of the Pill - Building Brand Communities with
an Attitude
B. CAMPAIGN SUMMARY
'Goli ke Hamjoli' or Friends of the Pill, is
a behaviour change campaign aimed at changing the very
nature of women's thinking on the oral contraceptive pill
(OCP) and its benefits to overall reproductive healthcare
and specifically child spacing. Being a category campaign,
Goli ke Hamjoli talks about the overall benefits of the
low dose oral contraceptive pill and provides informed
choice on available brands in the market. In 2003, the
campaign took on the multi-pronged objectives of increasing
pill usership as well as intenders and growing the category
over the previous years. The key insight that the campaign
sought to address was the feeling of vulnerability, lack
of control vis-à-vis childbirth and pressure on
the woman to be the archetypal provider. "I
feel so alone when it comes to birth control".
The campaign, which focused on building a community of
support for the pill user, employed a complete 360-degree
process communication to married women in a nation-wide
drive across media platforms. Through TV, Press, Radio,
PR and on-ground one-on-one special events, the OCP category
grew 48% since the campaign launch in 1998 and by 5% over
2002.
C. MARKETING CHALLENGE AND OBJECTIVE
India is a population billionaire. While nearly
50% of Indian women are in the reproductive age group,
less than half of them practice contraception. 78% of
conceptions are unplanned, and 28% are unwanted. A typical
Indian woman is still groomed to believe that her existence
centers around her family. When she marries, she doesn't
just marry an individual, but an entire family system,
without the freedom of choice in matters of reproductive
health. It is expected that she will bear a child at the
earliest as motherhood is seen as important for acceptance
in the family. The need to space children or stop them
completely comes low on the priority list. In the absence
of any formal education on contraception, the decision
about the method largely rests on the husband. The space
between kids is never planned and use of contraception
is largely erratic. Specific to the pill, most women have
heard of it, very few have actually used it. There is
lack of proper education about how the pill works and
misconceptions aplenty about its ill effects. The husband,
with respect to contraception, is careless, at best indifferent
to contraceptive use.
The key insight:
The relationship with category of oral contraceptive pills
is characterized by fear, mistrust and lack of knowledge
For the woman, there is a feeling of vulnerability, lack
of control vis-à-vis childbirth and pressure to
be the archetypal provider. "I feel so alone when
it comes to birth control".
Goli ke Hamjoli (Friends of the Pill) is an integrated
communication campaign to induce behavioral change and
positive disposition towards the pill amongst women who
are keen to space their families. Over a 4-year
run from 1998 till 2002, while awareness on the pill gradually
increased, pill adoption and usage continuation by women
wavered. All were aware, but a significant proportion
was still not using the pill. The greatest mindset block
can be summarized as: "I have heard about the benefits
of the pill. But I have also heard about its side effects.
So I am not very sure if I should choose it or not."
Thus in 2003, Goli ke Hamjoli (Friends of the Pill) campaign
was customized, designed and executed into one of the
largest ever mass media advocacy, public relations and
special events programme amongst women communities.
Challenge: Get Oral Contraceptive Pills accepted as the
best form of contraception.
Objective: The campaign objectives for 2003 were an organic
extension of objectives since 1998. While year 1 created
relevance for the pill in the lives of women, year 2 softened
the barriers on pill perception in the minds of women,
year 3 nudged the Indian women in to action, year 4 incentivised
the women to change, year 2003 intended to pursue
the advocacy route to convince women to change.
D. TARGET MARKETS
Primary
• Women in child-bearing age, Currently
not using any contraception / using other methods, SEC
A-D
Secondary
• Influencers,
Media, Key opinion leaders, Relatives, Doctors and chemists
Markets
8 high population states in India, contributing to almost
40% of total Indian population |
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