Situation Analysis
When Schering Korea retained Burson-Marsteller in 1998, the challenge was to raise awareness of the need for and benefits of oral contraception in a society where discussing such subjects was traditionally taboo. Burson-Marsteller set out to create a public debate about the issue, drawing attention to Korea's unacceptably high rate of abortions and unwanted pregnancies; dispelling the view that contraception should not be an issue for single women; and educating women on the need for contraception in general and the specific benefits of oral contraception. Schering and Burson-Marsteller agreed that, in spite of the reluctance of conservative and Confucian Korean society to address the issue, it needed to be forced it into the public domain.
Strategy & Implementation
Burson-Marsteller established a long-term strategy with Schering Korea to expand the contraception market and implemented a contraception and sexual education program focused on promoting Korean womenĄŻs health. Though this campaign, Burson-Marsteller successfully created the debate on contraception, broke down misperceptions on oral contraception and provided correct information about contraception.
Details of the program include:
- News Bureau: Worked with influential media among women to publish stories and produce TV segments that provided correct information and debunked myths about oral contraception and sex education
- Third Party Endorsements: Reinforcing the message by cooperating with womenĄŻs issue advocates, medical groups and government organizations
- Promotion: Hotline, Contraception Booklet, Sex-educator support, Contraception lecture, Contraception Information Website
Results
The program to educate Korean women on contraception and sexual education has been very successful. On average it generated 350 feature stories per year in major print media and on TV, leading to greater acceptance of oral contraceptive use and gradual growth of the market for oral contraceptives. Korean government recognition of the program came in August 1999, when Schering Korea received the Presidential Award for its contribution to enhancement of womenĄŻs health. The award was presented on behalf of President Kim Dae Jung by the Minister of Health and Welfare. The program also received a special United Nations award - reserved for public service campaigns - at the Golden World Awards in Chicago, organized by the International PR Association (IPRA).
