Teva Women's Health

Andrea Porzio, Group Product Manager
Adam Fletcher, Senior Product Manager

DDB New York *Lead Agency

Michael Medeiros, Brand Planning Director
Rebecca Lowry, Management Supervisor
Heather Payne, Management Supervisor
Molly Buchholz, Account Director
Lisa Feher, Dir. of Relationship Marketing
Tom McDonnell, Group Creative Director
Marilyn Kam, Sr. Art Director
Kimberly Luisi, Copywriter

DraftFCB

Communications Strategies Inc

Connell & Associates

Most women hate their period, so why weren't they signing up in droves to have fewer? Well, it turns out most women are used to their period and they've been told that it's normal to have 1 every month on the Pill - a myth that's existed since its invention. So, how do you get women to question what's natural, normal and supported by a myth 50 years in the making and with half the budget of your closest competitor? You identify the right target, who was ready for fewer periods and challenge her to see that 12 periods is not normal on the Pill. We created an epiphany and made 4 periods the new normal! After years of slow sales, our new target jumped on board and sales doubled as a result.