3 December 2019 - Deborah Wilkes
HRA Pharma’s new multi-country marketing campaign for its ellaOne (ulipristal acetate) emergency contraceptive captures the OTCToolbox Consumer Healthcare Industry (CHi) Award for European Marketing Campaign of the Year.
Frédérique Welgryn – HRA Pharma’s chief strategic operations and innovation officer – received the CHi Award at the OTCToolbox 2019 Consumer Healthcare Marketing Event in London, UK, on 28 November 2019.
“Reinvention in its finest form” was how one of the judges for this CHi Award described HRA Pharma’s My Morning After marketing campaign for ellaOne.
The campaign had “breathed new life into a brand that could have been heading for a sales growth plateau”, commented this judge, adding this had been achieved by “targeting a largely untapped but crucial market with the most appropriate media”.
Another judge was impressed by the way the campaign set out to “normalise the use of emergency contraception and remove any associated shame or stigma for young women”.
This judge also pointed out that developing a single campaign for use in a number of HRA Pharma’s top European markets was an ambitious goal for the company and its global agencies, Havas London and UM.
Five OTCToolbox CHi Marketing and Regulatory Affairs Awards were presented on 28 November 2019:
- European Launch of the Year
- European Marketing Campaign of the Year
- Regulatory Achievement of the Year
- Self-Care Initiative of the Year
- Lifetime Achievement
IQVIA Consumer Health sponsored the Networking and Awards Presentation Dinner at the OTCToolbox 2019 Consumer Healthcare Marketing Event.