Un-apologize: A Whitney Cummings Comedy Special (TherapeuticsMD, Weber Shandwick, Resolute Digital, theSkimm, and McCann NY)
In 2022, cultural and political events cast a shadow over women’s reproductive freedom. For years, women have had to put up with a lot when it comes to sexual health. An analysis of over 75 million social media conversations showed that while men tend to apologize for inconsequential things like entertainment and sports, women often unnecessarily apologize about fundamental topics—like women’s rights and politics.
Annovera, an annual, procedure-free birth control ring, sought to disrupt this status quo and empower women to speak up. After all, there’s nothing to be sorry for—especially when it comes to reproductive health.
The brand tapped comedian, writer, producer, actress, and Annovera user Whitney Cummings to create a stand-up comedy set that empowered women to take back control—by refusing to apologize! “Un-apologize: A Whitney Cummings Comedy Special” was filmed at a Los Angeles comedy club with a live audience. It premiered October 2022 on the Skimm.com, Facebook, and YouTube.
The special was supported with robust amplification and distribution. These included newsletter placements in the Skimm, social posts, and media interviews where Whitney shared her experience with Annovera. The ultimate punchline: We only lose control if we surrender it to others. So, take it back—with birth control—that women control.
The show positioned Annovera as a brand that encourages women to unapologetically live life. It earned 500K+ views across digital and social platforms, and resulted in 25.5K site visits to Annovera.com. In addition, paid elements exceeded total goal impressions by over 45%.
