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Drug Maker Launches Aggressive TV Campaign to Market Female Contraceptive

Pharmacia & Upjohn has begun to air television advertisements for the female contraception method Depo-Provera. The injectable drug provides 99% effective contraception for up to three months with one injection. First sold in the U.S. in 1993, it contains the active ingredient medroxyprogesterone acetate. The drug company has advertised the drug in magazine ads since February and began television advertisements on July 8th. The ads target young single women, young mothers and older women. Joan Sinopoli, the vice-president of HMC Consumer, the advertising company that created the ads, commented, “Linking birth control, a woman’s freedom to plan her life and her family’s life is an empowering notion, and one that more women need to hear. Television allows us to make this connection to a broader sweep of mainstream American women.”

Sources:

The Nando Net - July 8, 1997