PHARMACIA GIVES WOMEN A REMINDER
By Adnews Staff
Pharmacia & Upjohn of Mississauga, Ont. recently launched a new ad campaign for its Internet site to promote the site's new service. The campaign uses radio spots in Toronto, Montreal and Vancouver, as well as magazine ads to tell women that its Internet site will remind them when they are due for their Depo-Provera injection, a birth control method developed by P&U that involves an injection four times a year. The campaign was managed by Rapp Collins Communicaide of Mississauga, Ont. The radio ads were created and placed by Harrison, Young, Pesonen & Newell of Toronto and the print portion of the campaign was handled by Schwab & Piquette Communications of Toronto. PR is being done by Veritas Communications of Toronto. The Internet site was established last August. It allowed visitors to scroll through descriptions of all birth control options, learn how each works and compliance issues pertaining to each. To encourage compliance, P&U recently added a service encouraging women to list the date of their last Depo-Provera injection when they log online. The site automatically e-mails reminders every three months to let the women know when their next injection is required. A recent survey commissioned by P&U showed that 48% of women aged 18 to 24 have forgotten to take their birth control at some point in the last year. Twenty-nine per cent of all Canadian women forgot to take their birth control at least once in the past year.