Bayer Pharma launches their new and revolutionary Jaydess IUD in Mexico; a product known for its 99% efficiency lasting for over three years, which due to its long durability, allows women to plan their lives. We needed women between the ages of 20 and 35 to find out and learn about the existence of the product. Given the fact that the product is not available over the counter, the best way to create awareness that this product is available to women was to inform the OBGYNs who are specialized in the IUD procedure and method. We modified anatomic models of pregnant women and replaced the baby with elements that represent some of the most passionate dreams women have during this period of their lives, such as traveling, studying or become professionals. To display these dreams, we placed a backpack, a graduation cap and an Oscar within the womb.

We modified anatomic models of pregnant women and replaced the baby with elements that represent some of the most passionate dreams women have during this period of their lives, such as traveling, studying or become professionals. To display these dreams, we placed a backpack, a graduation cap and an Oscar within the womb.

We sent these anatomic models to more than 50 OBGYN offices in Mexico City.In only two months, more than 15,000 women were introduced to Jaydess.