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In India, one woman dies every two hours due to unsafe abortion. Often women don’t have decision-making powers in matters of contraception. It is for the men to decide and they avoid using condoms as they assume it diminishes pleasure. iCan, a contraceptive brand from the house of Piramal Healthcare set out to sensitise men to the issue with the idea of #FairSexFairSay.

Irrationality of men’s justifications was brought alive in a stark execution by making women the spokesperson of these. The brand asked people to pledge their support by using #FairSexFairSay and directed them to icanhelp.in. The campaign was executed by McCann Worldgroup India.

The content initiative also won a bronze in WARC Awards 2018 for its effectiveness of content.

The case study:

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at tejal@bestmediainfo.com