PSI IPL is a ‘social enterprise’ that focuses on delivering sustainable health impact through a commercial business model. With a goal to accelerate growth in the FP category, PSI intended to launch a campaign in Bihar (in T1, T2, ROU towns and high-density villages) for 18-24-year-old married women. Their intent was to promote the usage and trials for their socially marketed brand Freedom Inject.

Freedom Inject is a Progestogen-only Injectable (POI) which for 3 months with a grace period of 4 weeks. It works primarily by preventing the release of eggs from the ovaries. Observations in consumer reality showed us that awareness in rural areas is relatively low, with only a 1% use of an injectable contraceptive. Unfortunately, even among those who adopt the method, knowledge on management of side effects was low.

We understood that our storytelling would need to impact three important factors. Motivation, the couple is only together once a year, where there are multiple occasions for sex. A contraceptive lasting 3-4 months would be ideal. Trigger, the Chhatt festival (where abeyance is paid to the sun god for a love filled life) would present an opportunity for a conversation with the women. Ability, reach and testability was ensured by the PSI loyalty scheme which guaranteed that there was high stocking of Freedom Inject at the local HCPs.

Using Foggs behavior change model, our storytelling wove around a couple, analyzing their archetypes, current environments, mind mapping and understanding of contraception methods. We arrived at a conclusion: cultural tension was the trigger for deriving the campaign proposition and idea. Women were plagued with the worry of not wanting to get pregnant but at the same time, not wanting to hurt her partners emotions to hinder their love making.