Agile Therapeutics crafts hip birth control awareness campaign aimed at millennial women

Agile Therapeutics campaign for women "I'm So Done"
Agile's new social and digital awareness campaign features determined-looking young women amid an array of birth control options. (Agile Therapeutics)

With the blasé millennial declaration “I’m So Done,” Agile Therapeutics launches a platform for women to discuss and decide which contraceptive method is best for them.

Women are invited to vent their frustrations about their current method of birth control on social media as part of the "SoDoneClub" on Facebook and Instagram. The casual language with slang, emojis and purposefully improper grammar—for example, “gotta” instead of “have to”—was created by Agile’s agency partner Heartbeat as a way to connect with younger women.

“The best way to connect with women who are appropriate for Twirla is to speak to them authentically—like we speak to each other, as women,” Agile Vice President Amy Welsh said via email.

Virtual Roundtable

ESMO Post Show: Highlights from the Virtual Conference

Cancer experts and pharma execs will break down the headline-making data from ESMO, sharing their insights and analysis around the conference’s most closely watched studies. This discussion will examine how groundbreaking research unveiled over the weekend will change clinical practice and prime drugs for key new indications, and panelists will fill you in on the need-to-know takeaways from oncology’s hottest fields. Register today.

RELATED: Allergan taps actress and former Disney TV star Ashley Tisdale for Lo Loestrin social media push

Users are directed to the campaign website, where they're first asked to address questions about their birth control needs. Below that, 12 traditional contraception options—including the pill, condoms, IUD, withdrawal and the patch—are laid out like cards, inviting the user to read about each method. Tapping a card flips it over to reveal the drawbacks of that particular method.

The campaign visuals feature a multicultural mix of determined-looking young women. Interspersed with the birth control options, the women share thoughts such as, “I want a method that keeps up with my life” and “Time to rethink my options.”

“Although a very personal choice, the birth control conversation is innately social. The category is filled with the sharing of information—from learning something new to debunking stereotypes and misconceptions,” Welsh said.

She added that Agile isn’t pushing a specific method, but rather aims to be a trusted information source for women.

RELATED: Bayer pairs its products in first-ever portfolio TV ad for hormone-releasing IUDs

While the campaign is unbranded, Agile does market the Twirla dual hormone birth control patch, which was approved in February. The once-a-week patch is an option for women who don’t want to take a daily pill or commit to longer-term options.

Twirla is Agile’s first product and is set to be available in the fourth quarter. It’s been a long road to market for the contraceptive patch after two FDA complete response letters in 2013 and 2017. Agile resubmitted its approval application last year, responding to adhesion issues raised in 2017.

Suggested Articles

Last year at ESMO, AZ and Merck showed Lynparza topped its rivals at fending off prostate cancer. Now, Lynparza has helped patients live longer, too.

Merck and Eisai are trying to take their Keytruda-Lenvima combo into additional cancers, and new data provide a glimpse of where it might go next.

Bristol-Myers already has one Opdivo combo approved in kidney cancer, but it’s going for another—and new trial data could be just the ticket.