Paladin Labs prepares Plan B campaign
By Adnews Staff
Pharmaceutical company Paladin Labs of Montreal is readying an advertising campaign for Plan B, a morning-after contraceptive pill which received Health Canada approval in April. Paladin holds the licensing rights to this product in Canada. The ad campaign, the first for the pill, will break next week in major Canadian magazines aimed at women. The campaign is intended to raise awareness of the product and position it as a back-up to conventional forms of birth control. The creative shows a group of sperm swimming in formation along with the copy, "Don't panic. It's a fact of life that even with birth control - accidents happen." Radio advertising will also be used in some markets, along with brochures that will be distributed through pharmacies. A website has been constructed at <http://www.planb.ca>. "When you are in an emergency situation, time is of the essence, and the goal of our Plan B advertising and information campaign is to provide facts about emergency contraception and build awareness among Canadian women that they have choices," said Mark Beaudet, Paladin's vice-president of marketing and sales. The campaign was created by Taxi Advertising.