CLIENT
Reckitt Benckiser
Kinza Jawwad, Brand Manager
Ahmed Rizvi, Marketing Director
Anam Khan, Category Manager
Arisha Meraj, Assistant Manager Media
Laeeq Muhammad, Media Manager
Yamnah Khan, Assistant Manager PR
shoaib durrani, Category Manager
AGENCY
Sohaib Kazmi, Account Director
Tasneem Lakhani, Business Director Digital Media
Farzana Abdullah-Tahir, Director Digital Division
Tauheed Sheikh, Creative Director
Dania Sheikh, Community Manager
Omer Ahmed, Media Planner
Raheel Alam, Art Director
Bilal Sami, Senior Visualizer
Ammad Shah, General Manager
SUMMARY
According to our
findings, 40% of men said they would not use contraception in the future
because it interfered with their sexual experience and made them feel
"hidden" or "not close." Only 31% of contraceptive users
are aware of thin variants and use them. Because 82% of contraceptive users
cite "birth control" as their primary need, many are concerned that
using a thin variant will jeopardise this need. The concept was
straightforward: create enough intrigue to raise awareness of the variant and
encourage 'getting closer' to their partners.
