Own Every Piece

CLIENT: UT HEALTH

Part of the iconic Texas Medical Center, UT Health came to us with the goal of enabling young women to own their futures through an informational campaign promoting birth control and safe sex. While society’s acceptance of feminine independence has grown, we’re not all the way there — and discussions on birth control, especially LARC (long-acting reversible contraception) have lagged even further behind.

I wanted to build a campaign to position birth control as just one more piece of being independent and defining your own future, and so we conceived “Own Every Piece.” Approachable and vibrantly colorful, the campaign included an extensively produced colored powder photo shoot with twelve models and all kinds of behind-the-scenes documentation (below).

The campaign showcased a huge amount of digital content, everything from local influencers writing (and rapping!) about birth control to live Q&A events to user-generated video content from individuals about their experiences with different types of birth control.

The campaign was extremely effective in a very short time:

• 600,000+ women reached in Houston (more than half the women in the city!)

• 3 million+ website impressions

• 10,000+ website visits

• 1,600+ visits to the online clinic directory

• 67,500+ women reached by video testimonials that generated 500+ clicks

• 62% engagement rate (paid content)

• 2,000+ follower growth on new Instagram account in 8 months

• 125 applications of our Lyft free clinic rides code

• 30+ questions about sex and/or LARC submitted through the website