Phexxi “House Rules” Campaign (Evofem, Real Chemistry, McCann Health NJ, McCann Health Engagement, and Mediahub)
Despite the number of contraceptive methods available to women, almost half (47%) discontinue use due to dissatisfaction. Many women experience side effects such as depression, mood swings, and irritability. In fact, an astonishing 21 million women don’t use any method of contraception at all. Those statistics speak volumes about the need for new options.
In 2020, Evofem Biosciences launched the first contraceptive innovation in decades: hormone-free Phexxi®, the first and only FDA-approved, hormone-free, use-it-only-when-you-need-it prescription vaginal gel. Phexxi works while maintaining a woman’s natural vaginal pH, and offers women greater control over their bodies and their decisions.
To spread the word, the Phexxi team launched “House Rules,” a bold, disruptive campaign that encouraged women to take charge of their bodies and make contraception work how—and when—it’s needed. In a 60-second TV commercial, actor Annie Murphy (“Schitt’s Creek”), lounging in a luxe pink upholstered room, proclaims, “Welcome to my vagina. In here, I make the rules.” The campaign included a website, library of videos, social channels, NYC Media Day, paid ads, and lifestyle influencers.
The results included a 94% increase in new prescriptions, 81% increase in total prescriptions, and 82% increase in dispensed units of Phexxi six weeks following launch. Over 10,000 healthcare providers have prescribed Phexxi since launch. AdAge hailed House Rules as one of the “10 Best Celebrity Ads of 2021.”
