Create an educational campaign on women’s reproductive health that raises awareness about the dangers of EC overuse and drive conversions to pharmacy
Young women want to step into a healthy relationship with their lover and enjoy a sense of chill in love and sex
By tapping into this mindset of young women, we introduced an integrated O2O (online to offline) strategy built around a simple invitation: CHOOSE CHILL LOVE, COME “THONG THẢ” STATION
Online content: By collaborating closely with many young influencers, especially a sexual educator Tizi dit lep and a doctor - Mrs. Minh Hanh, we create a buzz on social media about overdosing the EC. Meanwhile, AWO content drives young women to the online educational Quiz on microsite
Website: The “Choose Your Love Style” quiz blended playful engagement with contraception education. Participants were encouraged to share results, generating UGC, while selected winners received pharmacy appointments and rewards
Offline: Activate “CHILL LOVE STATION” at Trung Son pharmacy, where participants can get rewards and direct consultations from HCPs
These shifts translated into measurable improvements:
Reach to young women
Pharmacy visits
