• by Fern Siegel , Yesterday

Birth control just got easier for women. Opill, the first over-the counter daily contraception, is on a mission: safe, accessible birth control.

That's the premise behind “As Easy as Opill,” its new campaign from Anomaly. Opill’s AOR has focused on three essentials: no prescription, no appointment and no insurance required. Opill starts working within 48 hours of the first dose.

The spots have a light, comedic touch and demonstrate why Opill is a simple, safe option. "Nail Salon" features a young women getting advice in a salon, while "Helicopter Dad" shows a daughter rejecting her father’s attempt to discuss boys. "Revolving Door" posits a busy corporate woman who needs birth control but has no time to see a doctor.

The campaign is live across OTT, CTV, digital out-of-home, paid social, digital/DCO, audio/podcast, along with an influencer component. Digital OOH elements are strategically placed around college campuses and doctors' offices.

Publicis handled media placement.

Natasha Jakubowski, global partner/chief innovation officer at Anomaly, said: “What Opill is doing as a brand is a game-changer. We wanted to meet this disruption with a creative approach that breaks new ground, highlights the very real obstacles women face, but then lands on revealing the refreshing reality that finally getting birth control is now easy with Opill.”

A progestin-only pill, it's been proven to effective, with minimal side effects. Many women who cannot take estrogen-progestin pills can safely use the FDA-approved drug. Opill is safe for those with high blood pressure, diabetes and cardiovascular disease, among other conditions, reports NYU Langone Health. 

This advance is a “great step forward” for birth control accessibility, said Colleen Denny, M.D., director of family planning at NYU Langone Hospital-Brooklyn.  

According to KFF Research, one in 10 women of childbearing age is uninsured, and 20% stopped using birth control because it was unaffordable. Perrigo, Opill’s parent company, is addressing these barriers to ensure reliable contraception for everyone.