Tackling taboos and confronting individual barriers to change how people behave and think about emergency contraception.

• Conducted focus groups across the UK and Spain to understand cultural and personal beliefs and individual behaviours around emergency contraception.

• Led and facilitated internal stakeholder ideation workshops.

• Co-developed the ellaOne brand pyramid, including the brand’s persona.

• Defined a range of ellaOne customer personas to account for different cultures, beliefs, and behaviours.

• Built customer journey maps for ellaOne for both more liberal and conservative markets.

• Developed a campaign platform and behaviour change interventions for tackling cultural taboos and addressing limiting beliefs.

• Identified branded interventions and activations to support behaviour change across the customer journey.

• Generated an extensive connections plan and messaging framework accounting for both liberal and conservative markets.

• Produced a comprehensive brand campaign toolkit for implementation across ellaOne’s European markets.