MADISON, WI: Women's health company Evofem has hired advertising and PR firm Lindsay, Stone & Briggs as PR AOR for the Softcup brand.
The firm was already providing advertising and branding for the feminine hygiene device. After an evaluation process, Evofem felt it was best to consolidate all outreach for the brand to Lindsay, Stone & Briggs, said Amy Rohn, VP, director of PR, and partner at the firm.
The agency took over PR duties from Ogilvy Public Relations, which did not immediately return request for comment on the account.
“Based on the work we've seen from them to date, they were the natural choice when it came to strategically guiding PR for Softcup,” said Tracey Saenz, SVP of sales and marketing at Evofem.
Softcup is a flexible cup that is worn internally, around the cervix. It collects, rather than absorbs, menstrual flow.
Evofem markets the device as an alternative to the tampon. After launching last year, the brand is trying to expand consumer awareness globally as an option for women.
“The impetus for a woman to change a habit is driven by a conversation with another woman, said Rohn. “The work we have to do is get women to talk to each other about this product.”
The first work from Lindsay, Stone & Briggs will debut next year, and PR for the brand will kick off about the same time.