The PR push will target both pharmacists and consumers, focusing on ‘urban women in their late 20s’, according to Schering PR
executive Jo Husson.
Levonelle has been available over the counter in pharmacies to women aged over 16 since 2001, but Husson said the main focus of the brand’s PR had so far been simply to make ‘women aware that you can actually get the morning-after pill at pharmacies’.
This latest push will be more brand-focused, she added.
PR for Schering’s fertility-control brands was handled last year by PR21, but Shire Health won a four-way pitch to take over the contract at the end of last year.