Promoting the use of injectable, long-acting contraception is an emotive and sensitive area, getting the tone and messaging right is crucial. Depo Provera is an established brand, over thirty years old. Pfizer asked us to breathe new life into it, refresh the proposition and address a new generation. We achieved this with a campaign promoting Depo Provera as an alternative contraception for all ages and stages of life, from younger women with ‘spontaneous’ lifestyles to older women who might not want any more children. Subsequently, Depo Provera experienced a 65% sales increase in 12 months (with a 24% increase in year two), plus a 243% increase in new text subscribers in 1 year.