Page 80 - The EDIT | Q2 2017

80
Ideas
The only class you’d want to ace in school – Sex Education
China
Campaign Title // The only class you’d want to ace in school – Sex Education Brand // Yasmin Campaign Duration // 01.09.16 – 30.09.16 Client // Bayer
In China, where sex remains a taboo topic, information surrounding safe sex and contraception is absent from most youngster’s curriculum. Due to the absence of official channels, most youngsters turn to porn, their friends or the internet for information, which, combined with China’s historic one child policy, resulted in the highest abortion rates in the world, estimated at 15 million abortions a year (according to the National Bureau of Statistics) — just short of the 16 million new born births each year. It is estimated that more than 50% of Chinese woman have had an abortion at least once in their life.
While most women in the West are aware of the Combined Oral Contraceptive Pill (COC), it has suffered from a low market penetration in China for years due to mistrust around western medications. Instead, Chinese women are exposed to ads for cheap and painless abortions, with an average cost of $80-100 USD.
PHD China set itself a challenge: to increase
the awareness of Bayer’s Yasmin COC amongst young Chinese, whilst educating them on sex and contraception. The challenge facing the team
was bigger than them, bigger than building brand awareness for Yasmin, and bigger than driving sales. They needed to create a sex education revolution.
Role of comms: BUILDING
THE EDIT ISSUE 06 | Q2 2017