With approval to be sold as an Over The Counter medication without a prescription (for the first time), female contraceptive pill Yasmin’s goal was to increase sales by over 10%. However, with poor sex education and lack of category understanding, the job would require a dynamic campaign on a minimal budget, to influence young Chinese adults whose ‘regular’ contraceptive methods included from the morning-after-pill to abortions. Creating social buzz was demanded from this limited budget campaign.

We partnered with China’s #1 dating and relationship host to produce two candid gender-specific sex-ed videos and distributed it through SuperTimetable, China’s number one curriculum app, reaching a network of 3,000 Chinese universities, covering 18 million students direct to their smartphones. We surprised them by dropping our “class” (educational videos) into every students’ daily curriculum as a “must-take class” that required their attendance at 9pm every day. To keep the birds and bees buzzing, we created a #HowtosurvivetheworldoutsideGuide on Weibo (China’s top social network) and a series of info graphics about different contraception methods and circulated them on social media. On Sep. 23, before World Contraception Day, we organized a live stream event, featuring:

• International students from around the world to share the sex-ed they received at school.

• Celebrities to share their views on the importance of contraception.

• Renowned gynecologist to give professional sexual guidance.