Julie Challenges Contraceptive Use Stigma
Laura McQuarrie — April 19, 2023 — Marketing
References: adweek
Your Friends with Benefits is a new commercial from Julie, the next-generation emergency contraception that helps prevent pregnancy after birth control failure or unprotected intercourse. The company's commercial is humorously set up to remind of a group chat and the real way friends communicate.
Stigma and shame can keep people from requesting contraception at a clinic but Julie is changing the conversation around emergency contraception to be centered around learning and acceptance. The emergency contraception company targeting Millennial and Gen Z users says, "when it comes to complex and stressful choices around your health, you deserve products that are easy in every way: easy to find, easy to take, easy to relate to, and easy to understand."
Stigma and shame can keep people from requesting contraception at a clinic but Julie is changing the conversation around emergency contraception to be centered around learning and acceptance. The emergency contraception company targeting Millennial and Gen Z users says, "when it comes to complex and stressful choices around your health, you deserve products that are easy in every way: easy to find, easy to take, easy to relate to, and easy to understand."
Trend Themes
1. Disrupting Contraception Stigma - Julie's humorous and relatable commercial is changing the conversation around emergency contraception to be centered around learning and acceptance, disrupting the traditional stigma and shame related to requesting contraception.
2. Next-generation Emergency Contraception - Julie is a next-generation emergency contraception that helps prevent pregnancy after birth control failure or unprotected intercourse, offering a disruptive innovation opportunity to the contraception industry.
3. Improved Contraceptive Experience - Julie's aim to offer products that are easy to find, easy to take, easy to relate to, and easy to understand disrupts the traditional complexities and stress related to the contraceptive experience.
Industry Implications
1. Contraception - Julie disrupts the contraception industry by offering next-generation products that eliminate the complexities and stigma associated with traditional contraception options.
2. Healthcare Communications - Julie's humorous and relatable communication style in their commercial presents an opportunity for disruption in healthcare communications by breaking down complex topics into simple, easier-to-understand terms.
3. Women's Health - Julie's focus on improving the contraceptive experience for millennial and Gen Z women creates an opportunity for disruption in the women's health industry by addressing the unique needs of younger generations through innovative and accessible products.
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