“WOMEN WHO KNOW, KNOW LOLO”
Healthcare ads that look nothing like healthcare ads.
The target audience were young women who are getting on the pill for the first time. And to get the attention of this media-savvy audience, we had to create healthcare advertising that looked and sounded nothing like healthcare advertising. All while adhering to the strictest medical, legal and regulatory restrictions.
Research showed that our audience tends to rely on advice from other women first, before engaging their doctor. So “Women who know, know Lo Lo” was born - a campaign with humour and sass that separated Lo Lo from the rest and made it easy to remember and ask for.
It also comes with 5 pages of legal disclaimers, which was a neat little problem solving exercise.
Agency: Publicis New York
