Reproductive health has historically been a taboo topic in Myanmar resulting in a society full of women who find the subject awkward to discuss. This creates a unique marketing challenge when your client’s product is female contraception. As a creative agency, MVA saw this challenge as an opportunity to create good content that not only captures our audience’s attention, but also breaks through social barriers through thoughtful and effective storytelling. Here’s how we crafted a unique campaign for PSI OK Pills and introduced them to the Myanmar market.
The Brand Story
Effectively advertising means harnessing the essence of your brand in a relatable way to your audience. This means telling a good story. Much like any good story, your brand story is the heart and soul of your product and what makes you unique. It extends well beyond an individual logo, color palette or sales pitch. It is essential to create a narrative that forges an emotional connection with your customer. It should build connection and trust which brings your customers coming back for more. Neuroeconomist Paul Zak‘s research shows that our brains produce the stress hormone cortisol during tense moments in a story which allows us to focus, and the resolution of that tension releases oxytocin – also known as the feel-good chemical that encourages connection and empathy. And that’s how we can develop a captivating story!
Our goal was to create a meaningful campaign that aims to educate women, encouraging family planning and removing the taboo from the reproductive health conversation. Our KV shows a happy family – wife, husband and baby – leading a healthy and nurturing life filled with joy and togetherness. The product in the foreground of these characters indicates that contraception is not anti-family and should no longer be hidden, but instead considered a responsible approach to family planning.
Contact MVA today and see how we can approach your brand’s story-telling while breaking through some social barriers!
10 October 2019
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