Barr brings in CSI to handle launch for contraceptive

MADISON, NJ: Barr Laboratories has appointed Communications Strategies (CSI) to handle the launch and post-launch PR for Seasonale Extended-Cycle, a new oral contraceptive that is designed to reduce the frequency of women’s periods from 13 to four per year.

Agency president Donna Pepe said: ‘[Seasonale] takes things beyond birth control, and puts women in charge of their menstrual cycles.’

Pepe added that CSI would attempt to increase awareness surrounding ‘the whole concept of fewer periods’, something she described as ‘very empowering’.

To combat concern about the health risks associated with reducing the frequency of periods, most of CSI’s efforts, according to Pepe, will focus on education.

She said that Barr is anticipating a ‘late-summer approval’ for Seasonale, which

is currently being reviewed

by the US Food and Drug Administration.

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