Regulatory guidelines make Facebook pages in the Pharmaceuticals difficult, but we were able to launch one (www.facebook.com/50years) and used it as the campaign hub. There we provided the content and community to empower action which included:•A timeline of women’s achievements over the past 50 years•A contest that encouraged women to submit business ideas •A cause campaign that drove donations to a non-profit dedicated to improving women’s lives •Inclusion of celebrity support to fuel conversationThe “Make Your Mark” contest encouraged women to share their business ideas. Winner were photographed by Annie Leibowitz and included in the Empowerment album. Each winner received a monetary award to start the business along with a trip to NYC for the photo-shoot and event. Gloria Steinem and Hillary Swank drove awareness through appearances on news shows. A digital campaign with a large, trendsetting women’s website drove awareness and participation.

We raised awareness and discussion around the Pill, women’s empowerment and most importantly Bayer. •Campaign buzz garnered over 340 Million impressions in national print and broadcast •Over 33,000 women joined the cause to support a non-profit that helps underserved women. Each person that joined triggered a Bayer donation; many were inspired to donate more themselves•The contest received over 2,400 submissions -- 11x the number our contest partner had ever seen. We had to hire additional staff to manage the review process•In four months we realized an 18% improvement for association of brand with health/safety