The idea to approach Bosworth as a spokesperson came from Bayer's agency Hill & Knowlton as a way to generate coverage in lifestyle media channels. Last week, the young actress spent a day in Toronto and then Vancouver doing media interviews, where she focused on the fact that Yaz can lead to fewer symptoms like headaches and cramps during that time of the month.
“As a ‘Gen Yer' working in the entertainment industry, I need to be disciplined,” said Bosworth in a release. “I need to make sure I'm taking care of myself so nothing interrupts my day.”
“While [Bosworth] is one major aspect of our PR campaign, we also have local physicians in a variety of markets across the country to tell more of the high science story to mainstream health reporters,” said Emily Hanft, Bayer's business communications partner. Local physicians also helped communicate the science story to medical trade publications.
“We wanted a really creative approach because this is an important launch in Canada, and so far we've had a pretty good response to it,” says Hanft. Coverage of Bosworth has included articles in the Vancouver Sun
and Metro, as well as on radio and TV stations including Citytv.