The idea was simple: “Oops moments” happen in our daily lives all the time, but whether it’s getting into a fender-bender or even forgetting your taxes, you deal with it and move on. Why should we treat a birth control “oops moment” any differently?

The Perfectly Imperfect Emergency Contraception (EC) Campaign acknowledges imperfections, rather than stigmatizing them, via a range of media, we encourage our millennial audience to look at a birth control “oops moment” as a manageable moment in a “perfectly imperfect” life.

The Perfectly Imperfect EC Literacy campaign took many forms. Whether it was a print ad debunking popular myths about EC, an Instagram post, or a message from an MTV celebrity, being “perfectly imperfect” became a reason to be proud, not ashamed.

The College Tour

This fall, we partnered with MTV and HerCampus to pilot a “Perfectly Imperfect College Tour” across the nation. At each stop, Carly and Nessa from MTV’s Girl Code and women’s health expert Dr. Diana Ramos led Q&A forums to educate on emergency contraception, as well as encouraged students to share their #perfectlyimperfect stories in the Perfectly Imperfect Photobooth.

The Booth

At each campus, students lined up to share their “Perfectly Imperfect” stories and get their photos taken. Stories and photos were uploaded and shared in real-time via the @perfectlyimperfect Instagram account, one of the first Instagram accounts for a pharmaceutical brand. Carly and Nessa appear in a series of their own “Perfectly Imperfect” videos as well, featured alongside other stories at PerfectlyImperfectAndMe.com.

The Tour Continues

This spring, we’ll visit more campuses, and help thousands more celebrate their “Perfectly Imperfect” selves.

• 13% increase in sales from 2015 to 2016

• An average of over 80,000 new users to the website each month