The Morning-after Pill
A delicate subject explained
What did the client need?
The client requested an informative film that broaches the delicate subject of emergency contraception and its mode of action. In order to communicate the effectiveness of the morning-after pill it was necessary to first educate the patient about the female cycle and debunk the myth that the egg waits for the sperm. The film should empower women with knowledge about their bodies, about various methods of preventing pregnancy, and about the sensitive subject of emergency contraception. In this way, the patients are enabled to make an informed decision about whether or not the product is right for them.
How did we meet this need?
A combination of 2D diagrams and graphs, 3D animations, and stock images conveys the client’s message to the young female target audience in an easy-to-understand and compelling manner. Beginning with the explanation of the menstrual cycle, the 7-minute film eases the patient into the sensitive subject of contraception. A realistic 3D animation of the journey of the egg through the reproductive organs then sets the stage for the introduction of the contraceptive’s mechanism of action. Schematic illustrations complement the animations to tell the story of the window of fertility and how the emergency contraceptive delays ovulation, thereby preventing an unwanted pregnancy.
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